Abstract:

This paper presents a case study to illustrate how research based on consumer panels can go beyond its conventional applications in new product performance tracking and market share predictions to facilitate strategic decisions in the area of product portfolio management by offering significant insights into market behaviour and market structure at the aggregate product category level as well as individual brand level. This case study illustrates the use of consumer panel research in making strategic decisions on product portfolio design and management in the toothpaste category at Colgate-Palmolive : India.