Product cannibalization is when the firm’s new product “wins” a proportion of its sales (market share) from the firm’s other existing products – that is, the new product “eats away” the market share of … Read more...
There are numerous factors that will impact the percentage of consumers that trial a product, which marketers can influence and drive. Some of the factors to take into account include:
Because of the nature of the structure of the ATAR forecasting model, the marketing department will become accountable for delivering the various ATAR components if the new product is approved for development and launch.
This means, therefore, if you have … Read more...
As you will see when you use the free Excel template for your ATAR forecasts, there are several financial metrics automatically produced at the bottom of the spreadsheet.
As you can see, … Read more...
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 … Read more...
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.… Read more...
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 … Read more...
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 … Read more...
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 … Read more...
The T in the ATAR forecasting model stands for 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.… Read more...
