Capitalizing (TM) - optimising strategic and tactical choices in the context of a major product launch

Philippe Jourdan, Valérie Jourdan and Damien de Ponthaud

This paper details a practical example of Capitalizing (TM), a research tool with an innovative method that estimates the brand's contribution to the market share and to the price of a product (or service).

Capitalizing™ – optimising strategic and tactical choices in the context of a major product launch

Philippe Jourdan and Valérie JourdanJPL Consulting and Panel On The Web, France

Damien de PonthaudGillette, France

INTRODUCTION

This article details a practical example of Capitalizing™, a research tool with an innovative method that allows estimating the brand's contribution to the market share and to the price of a product (or service). This application has been implemented for Gillette on the occasion of M3Power's product launch (a razor with a battery-powered shaving system).

First, the conceptual environment of Capitalizing will be reviewed....

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