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.
This could also be of interest:
Research Papers
Collaborative panel management
Catalogue: Panel Research 2008
Authors: Paul Johnson, Bob Fawson
 
October 24, 2008
Research Papers
Managing a portfolio of brands
Catalogue: Seminar 1998: Adding Transparency To Brand Management
Author: Jean-Paul Petitimbert
 
June 15, 1998
Research Papers
The integration of research into product management
Catalogue: Seminar 1985: Agricultural Marketing Research in Europe
Author: Pierre-François Boin
Company: Bayer AG
June 15, 1985
