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 and the competition.
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 Share
Charlotte, NC/SC; Dec 2007; Monthly Trend
| |
Retailer |
Retailer |
Retailer |
Retailer |
Retailer |
Retailer |
Retailer |
Retailer |
| |
Product Units Share |
Product Units Share |
Product Units Share |
Product Units Share |
Product Units Share |
Product Units Share |
Product Units Share |
Product Units Share |
| Item Description |
May-07 |
Jun-07 |
Jul-07 |
Aug-07 |
Sep-07 |
Oct-07 |
Nov-07 |
Dec-07 |
| 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 |
12.0 |
11.7 |
12.0 |
11.1 |
| 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 |
55.7 |
54.9 |
52.6 |
55.7 |
For more information, please contact Charles Camaroto at 866-444-1411 (contactnpd@npd.com).
|
