Panel Research Contributions to Product Portfolio Management - A Case Study

This case study illustrates the use of consumer panel research in making strategic decisions on product portfolio design and management in the toothpaste category at Colgate Palmolive, India.

Panel Research Contributions to Product Portfolio Management – A Case Study

S.V Nathan Indian Institute of Management, India andRaka Garg Colgate-Palmolive, India

Consumer Panel research constitutes a significant research input in marketing decision making but surprisingly has received little attention in published literature either from a theoretical perspective or a marketing decision making perspective. The limited published literature on consumer panel research has mainly focused on its applications in new brand management. In this context, new brand prediction models like the Parfitt & Collins Model (Parfitt & Collins, 1968), and Ehrenberg's 'NBD' theory and model...

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