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Profile Manager – Market Share Estimate |
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Professor Kotler suggests that marketing managers evaluate models drawn with the same modelling technique applied by Profile Manager when they want to make explicit the effect that individual variables exert on brand switching behaviour.
The typical application of Profile Manager is when planning new product development (NPD). Marketing research suppliers often suggest running Conjoint Analysis to highlight the combination of, say, product attributes that maximize customer preference. However, when you cannot afford to invest in a new study, or if you have dated data which may still be valid, Profile Manager can help you understand the behavior of market shares based on customer preference, that will help you choose from alternative concepts, such as new products, new claims, new target audiences, etc.
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