Created a brand metric system to measure and visualize the structure of a market. This system provided a clear picture of how customers and potential customers perceived the brand, and determined which messages were getting through in the marketplace. It also provided a clear statement of the messages required to repair some misconceptions among some important customer segments (the brand image was split–some customers “got it” and some didn’t). The metrics provided an easily updated process for measuring the impact of branding initiatives in the marketplace.
We have also measured latent brand value to identify new opportunities, and researched competitive brand strengths and weaknesses.
Product Development
Provided early-stage research for a new sub-brand in a product line: product development, naming, cannibalization estimates (which proved to be within 1% of measured impact two years later), positioning, pricing and packaging. This product became one of the most successful new products in the company’s history, and a major profit driver worldwide.
We have also measured latent brand value to identify new opportunities, and researched competitive brand strengths and weaknesses.
Positioning
Positioned a new product to grow an established ($400 million) product line. This product, as originally specified, would have generated $50 million in sales, but cannibalized the parent product line by more than $100 million. The repositioned product performed to desired expectations and is now a major profit contributor. The recommended changes to channel strategy averted the $100 million revenue shortfall.
Support in relations with the SEC, U.S. Justice Department, and other entities
Support for firms under examination requires a perspective different from that within the firm. Companies by necessity tout their strengths. But in an investigation, what counts is a reliable and realistic view of the marketplace: the competitive pressures, challenges and weaknesses. Venture Analytics provides the outside perspective and third-party objectivity necessary to evaluate cases fairly.
Pricing Optimization
Established pricing models across Europe and Asia for a multinational firm. Optimized pricing based on demand and competitive factors in the UK, Germany, France, Italy, the Nordic region, India, Japan, Canada, Easter Europe and other trading zones, optimizing international margins.
Projects
Branding — Quantified
Created a brand metric system to measure and visualize the structure of a market. This system provided a clear picture of how customers and potential customers perceived the brand, and determined which messages were getting through in the marketplace. It also provided a clear statement of the messages required to repair some misconceptions among some important customer segments (the brand image was split–some customers “got it” and some didn’t). The metrics provided an easily updated process for measuring the impact of branding initiatives in the marketplace.
We have also measured latent brand value to identify new opportunities, and researched competitive brand strengths and weaknesses.
Product Development
Provided early-stage research for a new sub-brand in a product line: product development, naming, cannibalization estimates (which proved to be within 1% of measured impact two years later), positioning, pricing and packaging. This product became one of the most successful new products in the company’s history, and a major profit driver worldwide.
We have also measured latent brand value to identify new opportunities, and researched competitive brand strengths and weaknesses.
Positioning
Positioned a new product to grow an established ($400 million) product line. This product, as originally specified, would have generated $50 million in sales, but cannibalized the parent product line by more than $100 million. The repositioned product performed to desired expectations and is now a major profit contributor. The recommended changes to channel strategy averted the $100 million revenue shortfall.
Support in relations with the SEC, U.S. Justice Department, and other entities
Support for firms under examination requires a perspective different from that within the firm. Companies by necessity tout their strengths. But in an investigation, what counts is a reliable and realistic view of the marketplace: the competitive pressures, challenges and weaknesses. Venture Analytics provides the outside perspective and third-party objectivity necessary to evaluate cases fairly.
Pricing Optimization
Established pricing models across Europe and Asia for a multinational firm. Optimized pricing based on demand and competitive factors in the UK, Germany, France, Italy, the Nordic region, India, Japan, Canada, Easter Europe and other trading zones, optimizing international margins.