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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

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Raka Garg

Author

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Nathan and Garg (1994a, June 15). Panel research contributions to product portfolio management: A case study. ANA - ESOMAR. Retrieved June 23, 2025, from


https://ana.esomar.org/documents/the-integration-of-research-into-product-management