Abstract:

The research programme was valuable in two main respects. First, it was early experience of a simulated test market in the region which helped in making a launch/no launch decision. In the event the major parameters predicted by the LOCATOR test were replicated in the actual market place. Secondly, the post-launch tracking research did highlight weaknesses, in the brand's marketing mix, which enabled the marketing management to focus their efforts to meet these. The tracking research had the subsidiary, but important role of evaluating the validity of the initial pre-launch simulated test market.