In this paper I discuss how this traditional process can be fruitfully reversed. We assume some target market share, and use our knowledge of the existing market to predict the new brand's penetration and repeat rates, share of requirements, competitive positioning, retail uptake and image, for when the brand has settled down to be part of the established market with the assumed share. We can then use these predictions to evaluate our new brand concepts, promotional planning, pre-test and test market results, and indeed the assumed assumed market share itself. All this is complementary to the traditional approach and mostly very cheap.
This paper outlines the improved use of consumer panel data for marketing decisions by condensing them into quantified mathematical models describing the purchasing behaviour of consumers.
It is a well known fact that environmental consciousness as a social trend has been gaining ground for several years. A large amount of survey results consistently show an immense increase. A GfK survey, in which people were asked to spontaneously mention subjects about which they are worried, showed that the protection of the environment in 1980 was mentioned by only 9 6 of the interviewees. In 1986 43 % were concerned about the protection of the environment, which resulted in a climb from position 9 in 1980 to position 2 in 1986.