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Market testing involves testing marketing efforts before a full product launch to determine if they are successful. Common methods include pseudo sales, controlled sales, and full sales. Recently, there has been a shift to newer, cheaper, and faster techniques like speculative sales and controlled sales to get reliable market information. Market testing helps decide whether to launch a product, when to launch, and what methods like pseudo sales, controlled sales, and full sales are best to test in different phases.
Market testing involves testing marketing efforts before a full product launch to determine if they are successful. Common methods include pseudo sales, controlled sales, and full sales. Recently, there has been a shift to newer, cheaper, and faster techniques like speculative sales and controlled sales to get reliable market information. Market testing helps decide whether to launch a product, when to launch, and what methods like pseudo sales, controlled sales, and full sales are best to test in different phases.
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Market testing involves testing marketing efforts before a full product launch to determine if they are successful. Common methods include pseudo sales, controlled sales, and full sales. Recently, there has been a shift to newer, cheaper, and faster techniques like speculative sales and controlled sales to get reliable market information. Market testing helps decide whether to launch a product, when to launch, and what methods like pseudo sales, controlled sales, and full sales are best to test in different phases.
Copyright:
Attribution Non-Commercial (BY-NC)
Verfügbare Formate
Als DOC, PDF, TXT herunterladen oder online auf Scribd lesen
MT is a way to find out whether all our marketing efforts are
successful, before spending lots of time and money on the launch.
Some common methods are – pseudo sale, controlled sale
and full sale.
In the recent times, there has been a shift from traditional
market testing methodologies like Test Marketing (selling the product in two or more cities) to newer, cheaper and faster techniques, in order to get reliable marketplace information.
Phase 1: Decide whether or not to Test?
Phase 2: Decide when to Test?
• What’s more critical – Time & cost vs. Success of launch • If Time & Cost: Do Tests earlier when you have more time and money left to save • If Success of Launch, then later, as more we know about the final product. The more we can learn from the market testing.
Marketing test costs –
1. Direct cost for market research and test +
2. Cost of launch/rollout + 3. Loss in revenue a nation/wider launch would have brought Methods of Market test – 1. Pseudo Sale: As potential buyers to think/imagine that the product is available on the shelves and they are buying the product or create a make believe store. Key elements are presentation. No risk, no cost for customers. This can be done early on.
2. Controlled Sale: Buyer makes an actual sale. Sale is
conducted under controlled situations. Product is not available for regular sale. This test is more vigorous and revealing. For instance, tracking sales record – yours and competitors, tweaking variables, monitoring customer behaviour.
3. Full Sale: Firm has decided to fully market the product
but wants to do so, on a limited basis first. Soon will go to full national launch.
4. Speculative Sale: You have the actual product. Have all
the concept tests, use tests and pseudo sales test to asses’ customer response for the product. Works well as opposed to cases when speculative sale has no tangible product and doesn’t satisfy customers’ curiosity. Advertisement cost is min.
Simulated Market Tests
Collect consumer opinions and data, simulate and forecast results.
Controlled Sale Real purchasing with some controlled variables to get the maximum out of the tests. Test Markets vs Rollouts
Simply Salad
1. Concept Test – Survey asking users opinions (done)
2. Product use Test – Recipe/Salad Tasting tests (done
during development stage)
3. Market Tests – 1. Speculative/Pseudo Tests with sample recipes
2. Rollout with controlled attributes– First phase in
Commercial malls, Phase 2: CBD Areas. Also, recipe and product rollouts in phases, after monitoring the purchase behaviour.
Later tests are preferred as it gives us a better picture of our
target marketplace and consumers. Product Launch is the more important factor here rather than development cost.