at LVMH, Product insight has successfully contributed to several types of problematics. two will now being explained: the launch of a new fragrance (Pucci for women) where the brief is to try and understand which juice should be chosen to meet best the desired objectives (fit with a concept, an existing brand for example) or understanding of consumer perceptions of an existing one (Jadore).
The paper presents a new approach to the scaling of market product characteristics. The categories used in information theory are applied to study product characteristics, which are treated as meaningful messages. The market product itself is approached as information conveying unit in the area of exchange.
Economic environment and C.A.P makes the marketing of agricultural products more and more challenging. As any marketing company, MONSANTO in the context of its culture and its multinational and multi business dimension has gone trough the normal experience curve. This has resulted in a precise definition of function and responsibilities of both Product Management and Market Research department. I will describe functions where Market Research and Product Management have to be partners and the way we operate to make sure that synergy happens. The overall objective of the paper is to stress two points : 1) The importance of the communication between Product Management and Market Research 2) The self imposed discipline that every investment project in Market Research should produce a predictable return.
This paper has two parts: firstly, a general consideration of the theoretical and conceptual problems which researchers need to overcome if they are to provide retail management with useful findings in the major problem area of product range and line assortment selection; secondly, a report on a cross-sectional study of the responsiveness of 55 product groups to varying amounts of shelf space in British supermarkets.