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...