Case Studies

The experience offered by Marketing Point, Inc. spreads across a broad range of industries. A sampling of case studies are listed below.

Technology Case Study

"Competition and customer needs change daily. How can I predict the optimum configurations, product mix, and value equation (pricing, offers, bundles) that will have the biggest impact on our business and will gain us the largest market share?"

In the highly competitive technology sector, companies face enormous difficulties in predicting market acceptance of new products and changes in product, service, and price offerings and bundles.

MPI works closely with technology clients to provide knowledge beyond the numbers. We provide the information and tools to determine which product features are most important to customers and how much of a particular product the client will sell with a specific set of features and pricing. Our information strategy starts with data collection to capture key drivers of purchase behavior and link those attitudinal measures to the client's sales data and a range of key internal variables. Key variables might include brand and channel preferences, trial and retention rates across brands and segments, optimal bundling analysis, and product/concept fit measures to identify new wave products and predict their adoption rates and volume potential.

Actual sales data is used to calibrate the predictive model on a quarterly basis. To deliver the solution across organizations, we also develop customized interfaces that allow users in a range of client departments to access data, create and test "what-if" scenarios, and optimize plans for volume, profit, and margin.

Results:

Predictive modeling creates a significant competitive advantage enabling rapid identification and deployment of optimum product and marketing strategies
Broad adoption across a variety of client departments (forecasting, finance, strategic planning, and product groups)
Breadth and flexibility of information, modeling, and user interfaces supports application across multiple measures, requirements, and departments
Cost efficiency reduces internal research costs and analyst expense

Consumer Package Goods Case Study

"We depend on new product introductions to generate growth. But over 60% of our new products fail to meet objectives even though we run all the right tests."

The destiny of a new product is typically set in the first three months after launch. This is when a majority of marketing spending occurs, and results during these crucial weeks will determine the future success of the product.

MPI works closely with packaged goods manufacturers to turn information into strategy in a way that only we can, because only we have immediate access to consumers as they buy new products. We collect data quickly, in fact, more quickly than any other research company. And we report results, through our web-based reporting systems, as they are collected, so trends can be spotted early, not six months later. Because we survey actual purchasers immediately after purchase, not self-reported category users, who may or may not have actually used the product, we achieve more accurate, insightful results. Thoughts and reactions to the product are fresh in the purchaser's mind, enabling us to identify the key attitudinal and behavioral drivers behind early market results.

We design studies to match our client's pre-market measures so we can determine how well a new product is received early in the launch process relative to pre-launch expectations. If problems exist, we can pinpoint them and, for example, help our clients improve the marketing message or the marketing mix, track distribution and problems with out-of-stocks, and fix them in time to influence results.

And most important, we can help our clients refine their pre-market measures to make them more accurate, which will help improve the success of future new product launches.

Results:

Improved new product launch planning
Quicker post-launch evaluation
Increased new product success rate
More predictive product launch measures

Restaurant Case Study

Restaurant Program Overview I: CSM initiative across 5 brands. Quota stratification by lunch, snack and dinner as well as a Bar poll. We were able to link effective online and IVR monitoring activities to real-time, web-based feedback via our proprietary e-Point interactive reporting sites, and AlertLink service recovery systems. All levels of management could track progress against goals, on a quarter-by-quarter, store vs. store, region vs. region, and chain vs. competitor basis. But even more important, front-line managers and owners could take proactive action to recognize positive customer experiences, recover potentially damaged customer relationships, and work directly with employees to improve performance.

Results:

Improved service levels and business results
Feedback is provided directly to store managers and franchisees
Front-line employees get the information and support they need to improve their job satisfaction and customer service levels
Positive results drive acceptance by employees, managers and owners across the entire organization

Restaurant Program Overview II: CSM initiative across 1600 restaurants. Quota stratification by breakfast, lunch, snack and dinner. The program was a multi-modal initiative of IVR and Web. The reporting was web based in real time via proprietary e-Pont Platform. AlertLink service recovery systems were in place to allow management to react to customer complaints immediately.

All levels of management could track progress against goals, on a quarter-by-quarter, region vs. region, and store vs. store.

Results:

Improved customer service and business results overall and at a store level
Store managers and franchisees could react to dissatisfied customers immediately
Front-line employees received the information and support needed to improve the customer experience.

Restaurant Program Overview III: Buyer reaction study initiated by the company's POS system. This program was the platform in which all new sandwiches were tested and evaluated. Simply described, when a restaurant introduced a new sandwich in a market, the POS system was programmed to issue an invitation to gain feedback on the new sandwich. Customers had the option to complete the survey using an IVR or web method.

Results:

Immediate feedback and reactions to a new sandwich by market
Regional reactions in real time
Ability to change questions instantly to gain new feedback based on current findings in the field.

Retail Manufacturer Case Study

"Manufacturers come to us all the time with new products and launch plans. We have to make tough choices about which products deserve valuable shelf space and how best to promote them. We have tons of data about categories, products, and purchase behavior, but how can we use this data to help drive more volume and profits?"

Marketing Point, Inc. works closely with retailer clients to turn Information Into Strategy. Starting with the behavioral data that already exists, we develop an information strategy and supplement the data using our unique in-store access system. We administer standardized questionnaires over time across numerous new product introductions, to a broad base of category users and non-users.

Then we link their attitudes about new products to historical behavioral data and actual new product trial and repeat purchase data. Models are created that allow retailers to understand the attitudinal and promotional drivers of new product success. And whether recommended launch plans are sufficient given historical results for that particular category.

Results:

More informed decision-making - pre-launch models compare recommended launch plans to previous market results highlighting opportunities and issues
Rapid learning potential - early in the launch process retailers can identify the winners and the losers in time to adjust stocking and promotion plans
Valuable, predictive data assets - over time, they will help retailers maximize sales through their stores and gain a greater share of marketing support from manufacturers