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

K. Vijayakumar, Raghavan Srinivasan , Mahesh Agarwal and Dadang Arie Stiawan

This presentation discusses the different challenges in developing a reliable methodology for pre market evaluation of consumer durables in Asian markets.

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

K. VijayakumarPT TVS Motor Company, Indonesia

Raghavan Srinivasan, Mahesh Agarwal and Dadang Arie StiawanTNS, 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...

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