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Profile Manager Software: How to Model Market Development

To model the market development Profile Manager software evaluates the effect of several variables on the competitiveness of different products and estimates their market shares.

Sensitivity analysis for new product development market modeling

What: Profile Manager software tool for new product development planning

The Profile Manager software tool models the behaviour of this is market shares a test for several competitors according to estimate values of the customer preference.

Professor Kotler explains: ...different brands are summarized in a competitive marketing mix matrix. The brand probability purchase vector (or market shares) is estimated by multiplying the competitive marketing mix matrix and the marketing response vector. The resulting vector will add up to one and its outcome is influenced by (1) the relative attractiveness of the attributes, and (2) the weight customers attach to each brand characteristic.

A typical application of Profile Manager is when planning new product development. Marketing research suppliers often suggest running Conjoint Analysis, for example to highlight the combination of product attributes that maximize customer preference. However, when you cannot afford the investment for a new study, or if you have dated data which may still be valid, running Profile Manager can supply an understanding of the behaviour of market shares according to the preference of customers, that can help in choosing among alternative concepts, such as new products, new claims, new target audiences, and more.

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When: Profile Manager to estimate market shares of new products

Click to enlarge

Profile Manager supplies an understanding of the behaviour of market shares according to the preference of customers, and it is mainly used:

To get a first estimate of market shares
To model markets in an easy-to-understand way

This information is useful when making decisions concerning new product development and product launch.

The model is linear and does not allow modelling interaction effects among variables. According to Prof. Kotler it aids in finding better ways to scale relative awareness and attitudes toward brand differences.

Who: Profile Manager for strategic decision-makers

The Profile Manager tool is used by business decision-makers often supported by business analysts. Among our business decision-maker clients there are:

General Managers and CEOs
Business Directors
Marketing Managers
Sales Managers
Business Analysts
Marketing Analysts
Advertising Managers
Pricing Managers
Quality Managers
Product Portfolio Managers

Profile Manager tool features:

	The model is implemented easily
	The sensitivity analysis shows, for all competitors, the effect of each marketing variable on the market share
	Detailed report rich in graphics
	Makes market share estimates
	Sound application of the model as originally postulated by Prof. Kotler
	The example sheets describe how to run the tool
	The tool works in 5 different languages: E, F, G, I, S
	Help file with advanced description of the Profile Manager concepts

Other MM4XL software tools related to the Profile Manager tool:

	Brand Switch Estimates Customer Loyalty & Retention
	Risk Analysis with Monte Carlo Simulation

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