range optimisation

MMR Research's proprietary SURF tool is the ideal way to understand the potential of new line extensions, or to get an accurate indication of the likely impact of range rationalisation decisions. Think of it as TURF's bigger, better brother and you'll get the idea!

Conducted online, and using an adaptive choice-based competitive environment, the results are simple, powerful and hugely flexible - all at a very competitive cost.

With the increasing importance of getting ranges right, this is one of our favourite techniques and comes highly recommended!

Check out the case studies for examples

Fattening up and slimming down (1 of 3)

A major female-focussed cereal brand undertook concept screening and range optimisation with the aim of identifying the best new territories to develop, as well as identifying whether there was potential to rationalise the existing range. Research took the form of a large online

survey with a detailed holistic evaluation of new concepts, supported by our unique SURF range development tool. We identified two strong routes both with the potential to add incremental sales, as well as providing optimisation guidance to help increase both relevance and

differentiation (both are now performing well in market). We also highlighted the potential to rationalise the range by removing two products with minimal impact on sales. Significant latent potential was revealed for several existing SKUs – triggering a variety-based ad campaign.

Sweet smell of success (2 of 3)

This multi stage research was commissioned to define the best names, pack design and range for a relaunch of a major woman's deodorant brand. Stage one involved screening and assessment of alternative names and associated benefit statements, with appeal, delivery against

benefit and fit to brand all being crucial to our recommendations. The main stage involved assessing a smaller 9-product range (selected based on the above research) against the existing, larger multiple sub-brand range.

MMR's ESET approach was used to show that a slimmed down and unified range could achieve similar sales, whilst helping to reinvigorate the brand with non-users. The change has now been made and initial signs are promising.

Full of flavour (3 of 3)

Research was required to determine which new flavours would maximise sales potential for a global brand of soft white cheese, whilst helping to freshen up the brand with launch news. A large online survey was conducted, consisting of a detailed concept exploration to determine the role of each flavour within

consumer's lives, the most likely target audience and MMR's unique SURF range development tool. Research demonstrated a number of existing flavours performing very similarly. Removing the most cannibalising of these had little impact on sales levels.

We were able to identify two new flavours which differentiated in terms of occasionality and appeal, also delivering uniqueness. The subsequent launch has been extremely successful.