RTi Announces Line Optimization Breakthrough
SEPTEMBER, 2007: RTi Research announces “Portfolio Manager™,” an innovative model breaking through the indecisive results of current approaches to line optimization. By providing relative volume estimates, Portfolio Manager™ goes well beyond traditional simple TURF methodologies to provide the answer to the real business question: What is the best line-up to sell more product?
Susan Collin, Senior Vice President at RTi Research says, “Portfolio Manager™ is based on the premise that just understanding penetration is not enough. After all, an expanded product line may provide little to no incremental consumer reach as traditional TURF output can establish, but could certainly increase volume opportunity. Portfolio Manager™ puts line make-up volumetric decisions in the hands of the marketer.”
Now, you can get real business direction on such questions as:
- Which varieties should be added to the line to maximize volume?
- Would greater incremental volume be realized by adding two new varieties to the line, or by de-listing a current offering and adding three new varieties?
- Which is a better avenue to take for a sub-line extension, new sub-line A or new sub-line B?
- What are the best line solutions to fill a 12 product line made up of 4 products each from the 3 sub-lines?
- Are there different optimal line solutions for different channels? Different regions? Etc.
Using a combination of survey research and marketing plan inputs, RTi’s Portfolio Manager™ can be used to address all of these questions and provides relative volume estimate for all possible lines – not just a uni-dimensional penetration measure.
Recounting feedback to RTi from clients who have used the Portfolio Manager, Susan says, “The feedback we have received from marketing research managers and their marketing clients is exactly what we expected – that Portfolio Manager™ is ‘Line Optimization with Muscle,’ in that it gives more meaningful / actionable insights and provides the flexibility to easily solve for challenging iterations set forth by customer, marketing, and/or cost of goods realities.”
For more information, please contact Susan Collin, Senior Vice President at scollin@rtiresearch.com or 203-324-2420.