Pre Market Evaluation of New Consumer Durable Brands in Asian Markets: An Innovative and Transparent Prediction Methodology

K. Vijayakumar
PT TVS Motor Company, Indonesia

Raghavan Srinivasan, Mahesh Agarwal and Dadang Arie Stiawan
TNS, Indonesia

INTRODUCTION

Pre market evaluation of the total brand offer

In this increasingly competitive world, most new brands in all product fields are invariably developed with consumer research inputs.

  • Market definition and segmentation studies guide opportunities identification in the first place.

  • Elaborate ethnographic studies, consumer immersion and innovation programs help refine new brand concepts.

  • Product testing and product features optimization ensures that the core of the brand is optimized.

  • Practically every element of the brand – positioning and communication, packaging, pricing – is researched to ensure that the best options are chosen.