How can I test new products before launching them nationwide?
Case:
In September, Super Parts tested a new grade of spark plugs in the Charlotte, NC area.
Findings:
The new spark plug, Spark Plug 200-XL, quickly became the top-selling item in the segment, taking sales from existing SKUs.
Action:
After testing the new Super Parts Spark Plug 200-XL in four additional test markets, Super Parts decided to increase the distribution of the new SKU and phase out the declining SKUs.
Super Parts’ Spark Plug Unit Share
Charlotte, NC/SC; May - Dec 2007 Monthly Trend
| Item Description |
May |
Jun |
Jul |
Aug |
Sep |
Oct |
Nov |
Dec |
| Total |
100 |
100 |
100 |
100 |
100 |
100 |
100 |
100 |
| Super Parts SPARK PLUG 200-XL |
n/a |
n/a |
n/a |
n/a |
16.6 |
25.5 |
27.6 |
24.9 |
| Super Parts SPARK PLUG 220 |
17.0 |
18.5 |
17.3 |
12.3 |
7.2 |
6.7 |
3.8 |
6.9 |
| Super Parts SPARK PLUG 210 |
24 |
22.5 |
26.7 |
23.2 |
15.7 |
7.9 |
7.8 |
8.3 |
| All Other |
59.0 |
59.0 |
56.0 |
64.5 |
60.5 |
59.9 |
60.8 |
59.9 |
For more information, please contact Charles Camaroto at 866-444-1411 (contactnpd@npd.com).
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