Market Structure, Brand Effectiveness and the Profitable Approach to New Products and Line Extensions

Dave Butler

Describes the market structure studies conducted by the Hendry Corporation. These identify the patterns of competition within and across product classes; when the category structure is understood, Hendry's analytic methods are used to predict the share and profit results of marketing actions.
  

Market Structure, Brand Effectiveness and theProfitable Approach to NewProducts and Line Extensions

Dave Butler The Hendry Corporation

Introduction

Hendry conducts market structure studies to identify the sets of direct competition within and across product classes.

The structure of a category is used with the Hendry strategic analyses to predict the share of market and profit results of potential changes in advertising ex- penditures, price, promotion, distribution, product sampling, and relative product effectiveness.

Structure also is used to predict the share of market and profit results of potential new product introductions and line extensions.

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