Importance of financial forecasts in the new product decision

How important are the financials in the overall NP decision? The ATAR financial forecasting model for new products is simply one of the areas of evaluation for the go/no-go decision on whether or not to develop the product and take it to market. If you are currently studying new product marketing, or are actively involved … Read more…

Limitations of ATAR forecasting

Limitations of the ATAR forecasting model While there are numerous benefits of using the ATAR forecasting model for new products and marketing, there are also some limitations and cautions that you need to be aware of when using this approach. It is a highly sensitive forecasting model Probably the most significant concern with using the … Read more…

Benefits of the ATAR forecast model

Why use the ATAR forecasting model for new products? Obviously there are many ways of approaching a financial forecast. However, the ATAR forecasting model is one that is explicitly designed for marketing purposes. So let’s explore the key advantages and benefits of using this particular forecasting model for new products and marketing. It aligns financial … Read more…

Rebuy/repeat in the ATAR forecast model

Repeat/rebuy in the ATAR forecast I tend to use the terms repeat purchases or rebuy interchangeably on this website, as they essentially communicate the same intention. Out of the four ATAR components, this one is the most important and the most critical one for the long-term financial success and viability of the product. As we … Read more…

Availability in ATAR Forecasts

Availability in the ATAR forecasting model Availability refers to the extent that the new product is available to consumers through retailers, various direct channels and online. Put simply, it is a measure of the ability of consumers to purchase the new product if they wanted to. Take for example, a new candy bar being brought … Read more…

Trial in the ATAR Forecast

The T in the ATAR forecasting model stands for trial. What is a trial? A trial in marketing terms may mean slightly different things at times; therefore we need to clarify what is a suitable input into the ATAR model. In most cases a trial refers to a first-time purchase by a consumer. This is … Read more…

ATAR Variations: Different Business Models

The standard ATAR forecasting model relies upon all four elements of the ATAR components, namely: awareness, trial, availability and repeat/rebuy. But it is quite likely you will need to use a modified ATAR model because of the different business models in operation. This article highlights the various times that it will be necessary to modify … Read more…

Awareness in the ATAR Model

Understanding Awareness in ATAR The starting point of the ATAR forecasting model is A = Awareness. This is a measure of what proportion (percentage) of consumers (or other buying units) will become aware of the product – whether or not they buy it. How is awareness determined? Some companies will use market research surveys to … Read more…

Videos on the ATAR Forecasting Model

Please note that there are three videos below: How to use the ATAR template on this website How to build your own ATAR forecast model on Excel Understanding financial metrics for marketing

ATAR Theory

Welcome to the theory section of the ATAR forecasting model website. In this area of the website, you’ll find general articles relating to using the ATAR model and its structure. Please click here for more information on the formula/technical parts of the ATAR forecasting approach. In this theory section you will find information regarding: the … Read more…