This article highlights the various times that it will be necessary to modify the ATAR model and provides examples of how to achieve this accurately.
ATAR Variations: Different Business Models Find Out More...
Awareness is a measure of what proportion (percentage) of consumers (or other buying units) will become aware of the product – whether or not they buy it.
Awareness in the ATAR Model Find Out More...
The ATAR forecasting model is generally used to help marketers forecast sales volumes, sales revenue and profit contribution, primarily for new products, but it can be used for any marketing campaign or project.
ATAR Forecast Model Formula Find Out More...
When it comes to brand development, there are four main brand approaches, as shown in the following diagram.As you can see, this diagram is a matrix built around the two attributes of existing/new product category and existing/new brand name. This then determines one of the four boxes, namely:Product line extensionMulti-brandBrand extensionNew brandPlease note that the
Four brand strategies Find Out More...
In modern-day marketing, brand equity is generally highly sought-after. Brand equity can deliver financial benefits to the firm – primarily through greater market share, price premium, and increased customer loyalty.There are multiple decisions to be made however, when introducing a new product into the marketplace. This particular article provides an overview of this process, while
Main branding decisions Find Out More...
When developing a new product for a company, a series of steps need to be completed – as often discussed in marketing principles textbooks in the product mix chapter, under the heading of the individual product decisions.The main steps that are usually discussed in marketing textbooks include:product attribute decisionsbranding decisionspackaging and labeling decisionsproduct support services/product
Individual product decisions Find Out More...
Marketing textbooks, when discussing the product mix, usually outline a series of decisions in regards to product attribute decisions.Attributes of a product are the various components that make up the product. Usually product attributes extend to actual features, as well as uses and benefits. But it is probably easiest to think of attributes as the
Product attribute decisions Find Out More...
What is a product line?A product line is a related set of products offered by a firm. For example, Apple offers computers, smart phones, tablets, MP3 players, smart watches, and online services. Each of these would be considered a separate product line and under each product line they could offer a broad range of different
Stretching the product line Find Out More...
Repositioning is the task of implementing a major change the target market’s perception of the product’s key benefits and features, relative to the offerings of competitive products.
Study Notes for Repositioning Find Out More...
New-to-the-world products are one of several classifications of new products (please see separate article). Other classifications of new products include: new categories, product line extensions, product improvements and product repositioning.Risks of new-to-the-world productsAlthough there are many potential advantages, as outlined above, for introducing a new-to-the-world product, this type of product carries significant risk and responsibility
Risks of new-to-the-world products Find Out More...
