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Online Consumer Product Market Analysis Protect, defend & grow your brands. Great Brands are built by Great SKUs …not the other way around. Strong CPG brands are built by and tethered to iconic SKUs
Online Consumer Product Market Analysis Protect, defend & grow your brands.
Great Brands are built by Great SKUs…not the other way around • Strong CPG brands are built by and tethered to iconic SKUs • Brands are consumed only at the SKU level and are the only legitimate form of consumer reference • Brand and category management can succeed only with SKU-by-SKU insight
The SKU Ecosystem:tradeoffs & interdependencies with the consumer at the center • Brand • Uniqueness • Value • Price • Size/Contents • Ingredients • Form factor • Value proposition • Performance • Substitutability Skuuber measures the holistic SKU ecosystem as it’s presented at retail
NPD: New Product Development • The lifeblood of business prosperity! • 33% of corporate revenue from products < 5 years old • Average ROI for successful NPD is +97% • Average market share for NP = 47% • Lowest barriers to entry in years Source: PDMA
But don’t be this guy! • Over 25000 new consumer product skus are introduced annually in the North America. • Only about 60% of new product launches are considered successful at launch. • For every 7 product ideas, there may be only 1 that succeeds in the market. • An estimated 44% of all resources allocated to product development and commercialization by U.S. firms are spent on products that are cancelled or fail to yield an adequate financial return.
Inadequate or faulty consumer market research and analysis is the #1 cause of new product failure. • Main causes of NPD failure Source: Cooper, Winning at New Products
Detailed market studies omitted in as many as 75% of new product launches! Common Excuses • Takes too much time • Costs too much money • Too busy with other things • Confused by results
Existing products • Competitive analysis/benchmarking • Promotional planning • Product refreshes • Packaging, sizing, pricing, line extensions • Channel/category management • Demographic targeting & re-targeting
Skuuber Demand Certification Seasonal Marketing|Category Reviews | Pricing Strategies | Competitor Benchmarking | Channel Strategies | Package Design | New Products | Line Extensions | Package Promotions | SKU Rationalization | Target Markets | Brand Positioning | Ad Claims | Risk Management • Brand owners launch a complete market analysis project from skuuber.com in less than 15 minutes and have results back in days. • 1500 consumers • IRI category benchmarking • Algorithmic demand modeling • Skuuber Report shows current market potential at the SKU level and how to fulfill it. • Highly cost effective marketing consulting resource throughout the value chain
How it works 1. Create An Account 2. Start a new Skuuber Study 3. Select your product group>category>type from the drop-down list 4. Upload required product details 5. Edit or revise from the Greenhouse where your items are stored until ready for the field 6. Field your Sku 7. Wait a few days while Skuuber conducts the research and does predictive modeling vs. industry benchmarks 8. Receive and review your completed Skuuber Report
Skuuber Consumer Panel • 1500 qualified consumers • Represent US general consumer population • Recruited by eRewards • Leading global provider of survey panelists • 3.2 million active members • ISO certified • Panelists • Invitation only, double opt-in • 85% panel retention • Indicate use products studied
Questions Asked & Issues Explored 1. Do you currently buy a product like this? 2. How likely are you to BUY this product in the next 12 months? (check one) 3. How many units of this product would you buy at one time? (check one) 4. Which of the following best describes you as it relates to this product? 5. Based on the description above, what is the ONE thing that would make you MOST LIKELY TO BUY this product? (check one) 6. Based on the description above, what is the ONE THING that, if changed, would IMPROVE YOUR LIKELIHOOD OF BUYING this product? (check one) 7. How unique is this product compared to others you are aware of? 8. At the price shown above, how would you rate the value for the money of this product? 9. Where would you expect to find this product available for sale? Check all that apply.
Analysis & Modeling Skuuber compares your item's performance with critical consumer product usage data that include: • Category household penetration levels • Category size • Average prices paid • Average retail discounts from MSRP • Volume & dollars per purchase occasion • Repeat purchasing rates • Dollars spent per thousand households • Volume bought per thousand households • Buyer purchase frequencies
Deliverables • 22 page Skuuber Report includes • Skuuber Score™ projection of retail volume potential • Market share potential ($ and volume) • Household trial estimates • Price elasticity of demand • Regional/Demographic target hot spots • Channel management options • Uniqueness ratings • Price/value ratings • Purchase driver ratings • Needs-improvement ratings • Industry category benchmarking
Skuuber Score™: Your Magic Number Your Skuuber Score™ represents potential net retail sales dollars per 1000 US consumers who are aware of your product and have access to it. It translates the consumer behavior observed in the survey into market-based sales potential metrics for your product at the SKU level. Included Performance Factors • Trial estimates • Repeat purchase estimates • Volume per purchase occasion • Year 1 volume estimate • Average price paid forecast • Purchase frequency estimate
Category Market Share Potential • Physical and $ market share potential • Shows dollar share power relationship • Based upon IRI category size, nearly 1000 available
HotSpot Chart • Detailed demographics by region • Instantly flags pockets of strength and weakness • Use to differentiate brands & tailor merchandising and messaging
Price Elasticity of Demand • Checks effect of pricing on demand • Indicates responsiveness to price promotion
Trial by category usage • Shows difference between users/non-users of category • Indication of incremental volume potential
Incremental purchasing • Shows whether demand is incremental to category or a cannibal • Combine with dollar share power to gauge impact
Channel Strategies • Indicates expected retail environment • Shows distribution opportunities & priorities
Uniqueness • A key attribute of successful brands • Indicates degree of uniqueness perceived • Indication of pricing power
Value • Critical dimension of successful products • Shows intensity of value perceptions • Works with uniqueness ratings & incremental purchasing data
Purchase Drivers • Indicates most compelling elements of the SKU ecosystem • Indicates focal points of messaging & differentiation
Areas for improvement • Shows weak spots in the SKU ecosystem • Indicates why resistance to trial occurs • De-emphasize in messaging
Timing • Create a Skuuber Study in 15 minutes • Results back in just days from study launch
Rates • $4500 per sku studied. • $3.00 per respondent---at least 85% less costly than the alternatives. • About half the cost of a single focus group. • More detail and faster turnaround than research costing $30K+. • Performance metrics not found anywhere else.
About Us Rick Hill is the Founder and CEO of Skuuber, LLC and has spent over 30 years in the consumer goods and services industry. Credentials include a Cornell Economics degree, Wharton MBA, General Mills, PepsiCo, Popeye’s, Barq’s, Royal Crown Companies, Interpublic Group/MCA, National Beverage, Hewlett-Packard and MillerCoors. Rick has had direct responsibility for launching hundreds of new consumer product items, line extensions, product improvements and package promotions in the CPG foods, foodservice, snack food, beverage, consumer technology and marketing services industries. Rick has been recognized as an Ad Age top 100 marketer, recipient of PROMO Magazine’s Super Reggie Award, Brammy Award and a Clio Finalist. Rick Hill, CEO & Founder Powerful resources
Recap • Understand and manage product sales potential • Optimize your product features and manage risk • Validate your target market and channel strategies • Apply Industry Benchmarking • Save Time & Money • Real Results In Real Time
Get started today… • Log on to skuuber.com • Create an account • Start a Skuuber Study
Contact Us Skuuber, LLC 11440 West Bernardo Court Suite 300 San Diego , CA 92127 ph: 1-877-UBERSKU (877-823-7758) fax: 760 747 6921 E-mail: firstname.lastname@example.org