The situation

Our client was introducing a new product. To maximize launch success and return on investment, they wanted to assess and test the acceptance of the new product and establish appropriate pricing.

Our approach

  • More than 300 face-to-face interviews were conducted with growers
  • Current application practices and preferences were studied
  • The techniques included:

    • Price Sensitivity Meter (PSM) for price evaluation
    • CBR (consumer-brand relationship) for measuring strength of the brand in the market

Business outcomes for the client

  • Our client gained a better understanding of the likely acceptance of the new product
  • Our client was able to finalize their pricing strategies
  • The brand relationship assessment helped our client identify the type of relationship brands have with customers so they could leverage the strengths of their brand in the new product launch