Validate: Convenience


A leading manufacturer wished to explore the potential of extending a very successful market leading brand out of major multiple distribution and into the convenience channel.


Approach

A detailed online concept evaluation approach was adopted. Early Volumetric Forecast and Source of Volume (ESET) were used to scope the size of the opportunity specifically for the convenience channel and where this volume would come from.

Recommendation

The study delivered on multiple objectives. In addition to volume and source of volume forecasts it guided targeting of core consumers, price optimization, pack size and sub-branding opportunities.

The crossover impact that convenience channel purchase would inevitably have on major retailer purchasing was also quantified. 

Forecast models for both current and non-category users quantified total category growth that the new launch would generate, delivering a compelling sales story for convenience retailers.


We are using cookies to understand the visitors’ use of our website and to improve your browsing. If you continue browsing, we'll assume that you are happy with our use of cookies. Learn more