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Existing Product Management

To create and sustain a brand, a company must swiftly track changes in brand power in relation to consumer attitude, purchase and sales. It is also necessary to measure the effectiveness of marketing in order to increase its efficiency and impact.

■Service Outline

Outline of Service

Support Provided by INTAGE

We provide integrated support designed for your brand management PDCA cycle.

Market Review Support the development of brand strategy based on an understanding of the changing competitive structure in terms of the market and consumers.
Brand Health Diagnosis By assessing changes in consumer attitude, purchase and sales of the brand, suggest ways to enhance brand power.
Perception Diagnosis Identify and propose values that should be communicated repeatedly to target consumers and effective communication tools to improve brand power.
Product Diagnosis Identify aspects of the brand package that need to be improved, and assess the effects of improvements made.
Price Diagnosis Propose a more effective price strategy by assessing prices and the effect of special sales of your brand using retail panel data.
Promotion Diagnosis Provide information to help you develop more effective promotions by assessing the volume of promotion and its effect using retail panel data.
Planogram Proposal Help to develop a planogram proposal by combining retail panel-based sales analysis and consumer views obtained through consumer panel and ad hoc surveys.
Advertising Test Propose improvements in advertising by assessing whether a particular brand value that the client wants to emphasize is reaching the target consumers and whether advertising is effectively stimulating purchase desire.
Market Tracking Provide useful information for deciding on next actions by assessing progress against the term-end goal and effects of marketing.
Advertising Effect Measurement Measure the extent to which advertising has reached the target consumers and contribution of advertising to increasing brand value and sales.

Recommended Research Methods

  Internet Research Mail Survey Door-to-Door Interview CLT Home-Use Test Point-of-Sale Survey Group Interview One-on-One Interview Consumer Panel Analysis Retail Panel Analysis
Market Review ×× × ×           ×× ××
Brand Health Diagnosis ×× × ×           ×× ××
Perception Diagnosis ×× × × ×     × ××    
Product Diagnosis       ×× ××   × ×    
Price Diagnosis ××                 ××
Promotion Strategy           ××       ××
Planogram Proposal ××     ××         ×× ××
Advertising Test       ××     × ×    
Market Tracking ××               ×× ××
Advertising Effect Measurement ×   × ××            

 

××: Highly Recommended ×: Recommended