Back

Panel research contributions to product portfolio management: A case study

Date of publication: June 15, 1994

Catalogue: Seminar 1994: The Changing Faces Of Panel Research

Company: Colgate-Palmolive

Authors: S. V. Nathan, Raka Garg

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.

S. V. Nathan

Author

This is a long description of some author details.

Raka Garg

Author

This is a long description of some author details.

This could also be of interest:

Research Papers

Collaborative panel management

Catalogue: Panel Research 2008

Authors: Paul Johnson, Bob Fawson

 

October 24, 2008

×

Citation

Johnson and Fawson (2008a, October 24). Collaborative panel management. ANA - ESOMAR. Retrieved April 25, 2024, from


https://ana.esomar.org/documents/collaborative-panel-management


Research Papers

Managing a portfolio of brands

Catalogue: Seminar 1998: Adding Transparency To Brand Management

Author: Jean-Paul Petitimbert

 

June 15, 1998

×

Citation

Petitimbert, J. (1998a, June 15). Managing a portfolio of brands. ANA - ESOMAR. Retrieved April 25, 2024, from


https://ana.esomar.org/documents/managing-a-portfolio-of-brands


Case Studies

Evolution of beauty: Dove case study

Catalogue: Congress 2007: Excellence

Authors: Niels Schillewaert, Steven van Belleghem, Severine Distave, Tom De Ruyck

Companies: InSites Consulting, Unilever

September 19, 2007

×

Citation

Schillewaert, van Belleghem, Distave and De Ruyck (2007a, September 19). Evolution of beauty: Dove case study. ANA - ESOMAR. Retrieved April 25, 2024, from


https://ana.esomar.org/documents/evolution-of-beauty-dove-case-study


  • PDF
Fad and progress in motivation research Authors: Herta Herzog
Methodological considerations regarding marketing research for consumer durable goods Authors: Leif Holbaek-Hanssen
Service after sale and studies of market for business Authors: Archibald Maddock Crossley
Some comments on the use of 3D and strip film Authors: Henry Charles Briant
The "steps-and-parts" model for polling Authors: Stuart Carter Dodd, Chahin Turabian
What are durable and capital goods? Authors: N. H. Pearson
Consumers economic expectations and intentions as revealed by sample surveys Authors: Henry Durant
Economic forecasts with special reference to field studies Authors: Jan van Rees
Market research for petroleum products in the automotive field Authors: D. Leerentveld
Research and decision Authors: H. S. Rich, J. S. Smith
×

Citation

Nathan and Garg (1994a, June 15). Panel research contributions to product portfolio management: A case study. ANA - ESOMAR. Retrieved April 25, 2024, from


https://ana.esomar.org/documents/evolution-of-beauty-dove-case-study