Competitive Modelling with VCBC

Competitive Modelling
with VCBC
Volumetric Choice Based Conjoint (VCBC) modelling
provides a quick, simple and inexpensive understanding
of changes to your market share, volume and brand value
based on a number of what if scenarios
‘What if?’ scenarios include:
Price
Packaging
Promotions
Range
Product claims
Our model identifies all value and volume output changes indexed for any new
potential scenario against your current position to indicate potential uplift or highlight
the risk of downshift against:
Influence of price: Your price changes or your competitors’ price changes to
determine an optimal price point
Packaging: Changes to your pack size, design or brand name changes
Promotional strategies: Your promotional activity (with and/or without a response
from your competitors) or your competitors promotional activity (and how you could
respond)
Range: Introduction of new SKU’s
Product claims: Change to an on pack claim on a current product
Or any interaction of the above variables
UK
|
FRANCE
|
GERMANY
|
ITALY
Please contact Andrew Tharme, Managing
Director Products for more information:
Tel: +44 (0) 1865 336 400
Email: andrew.tharme@spafuturethinking.com
Website: www.spafuturethinking.com
Competitive Modelling
with VCBC
Some of the Questions VCBC Answers
What can I raise my price to without affecting the value of my brand?
Will I increase volume if the pack design was different or bigger?
I could promote aggressively but what happens if my main competitor then does
the same?
We can add a new sku, but will it just cannibalise the current range?
If I reduce the price of the larger pack will our customers trade up? But, how will
that then affect value?
Outputs and Deliverables
A full range of outputs are provided giving a thorough commercial overview of the
impact on your brand and your competitors:
Volume changes
Value changes
Market share changes
Source of new volume / lost
volume
Market share changes
Source of volume
Optimal range
Competitor reaction
Cannibalisation
Competitor reaction
Optimal range developed in
competitive priced context
Impact and ranking of
importance of promotions
UK
|
FRANCE
|
GERMANY
|
ITALY
Please contact Andrew Tharme, Managing
Director Products for more information:
Tel: +44 (0) 1865 336 400
Email: andrew.tharme@spafuturethinking.com
Website: www.spafuturethinking.com