SKIMspiration 2012: Menu-Based-Choice modeling | The curse of the Curly Fries
•
2 gostaram•527 visualizações
It can be easy for brands to launch more products, but it is not as easy to decide how to prune a product portfolio. Consider this case study in the hospitality market, where a fast food brand wants to optimize its profitability by changing its menus. Philippe, a young product manager is determined to delist the famous Curly Fries and to introduce the cheaper Easy Fries instead. However, his colleague David has his reasons for wanting to keep them in. Jeroen and Paolo showed us how MBC helps these gentlemen find the optimal solution.
Recomendados
Recomendados
Mais conteúdo relacionado
Mais de SKIM
Mais de SKIM (20)
Último
Último (20)
SKIMspiration 2012: Menu-Based-Choice modeling | The curse of the Curly Fries
- 1. expect great answers The Curse of the Curly Fries Paolo Cordella Share your thoughts online: Jeroen Hardon #SKIMspiration
- 3. ...back in the 80s…
- 4. ...back in the 80s…
- 5. ...back in the 80s…
- 6. ...back in the 80s…
- 7. ...back in the 80s…
- 8. ...and in the 90s…
- 11. Easy Fries Healthy, Young, Awesome
- 12. The battle
- 13. David or Philip?
- 14. The solution Jennifer Market Researcher at MIKS 14
- 15. The question or 15
- 16. The question or 16
- 17. The method MBC Menu Based Conjoint 17
- 18. Make your choice 1$ 3$ 1$ 1.5$
- 19. Make your choice 1$ 3$ 1$ 1.5$
- 20. Make your choice 1$ 3$ 1$ 1.5$
- 21. Make your choice 1$ 3$ 1$ 1.5$ 1.5$
- 22. Make your choice 1$ 3$ 1$ 1.5$ 1.5$
- 23. Make your choice 1$ 3$ 1$ 1.5$ 1.5$
- 24. Make your choice 1$ 3$ 1.5$ 1.5$
- 25. Insight #1 # People choose Tender Grill with Curly Fries.
- 26. Insight #1 # If Donald King delists Curly Fries….
- 27. Insight #1 # …people will buy less Tender grill
- 28. Insight #2 # Curly Fries Lovers …
- 29. Insight #2 # …if Donald King delists Curly Fries
- 30. Insight #2 # …they don’t come anymore to Donald King
- 31. So what?
- 32. So what? # Keep Curly Fries at higher price
- 33. What about me?
- 34. Can we still include Easy Fries?
- 35. Insight #3 # New segment, the “Green” families
- 36. Insight #3 # New segment, the “Green” families
- 37. Insight #4 # No cannibalization effects
- 38. Insight #4 # Two different segments
- 39. So what? or 39
- 40. So what? or 40
- 41. So what? and 41
- 42. So what?
- 43. So what?
- 44. So what?
- 45. contact us or follow us online! Paolo Cordella | Research Consultant Jeroen Hardon | Senior Research Consultant p.cordella@skimgroup.com j.hardon@skimgroup.com 31 10 282 3568 +31 10 282 3503 Drawings by Share your thoughts online: Nika Jazaei #SKIMspiration nika.jazaei@gmail.com