A major confection company needed to optimize its sugar candy lines and more clearly differentiate product offerings in a competitive landscape.
Challenges: The project needed to assess how current offerings were being used by consumers, determine how current line might be streamlined to boost performance, and identify innovations with next generation appeal.Approach: Using our LineDeveloper discrete choice exercise, consumers selected offerings based on different occasions. A market simulation tool determined best course of action.Outcomes: Two simultaneous paths of action to build consumer appeal:
1. Marketing efforts including packaging enhancement and occasion-based marketing.
2. Portfolio optimization to streamline and innovate offerings.
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