Consumer Product Concept TestingBreakthrough methodology: cost, speed, affordability

Overview

• Complete US market analysis for your product ideas just $2900

• Predictive modeling of initial retail sales– Survey 500 consumers– Demand modeling– 21 page report of results & diagnostics

• Easy to use & understand

Brand management challenges

• Optimizing sales/marketing plan

• Resource allocation– Funding– Manpower– Production

• Efficiently satisfying consumer demand– Choice– Value

New products

• Over 25000 new consumer product skus are introduced annually in the North America.

• Only about 60% of new product launches are considered successful at launch.

• For every 7 product ideas, there may be only 1 that succeeds in the market.

• An estimated 44% of all resources allocated to product development and commercialization by U.S. firms are spent on products that are cancelled or fail to yield an adequate financial return.

Source: PDMA

Inadequate or faulty consumer market research and analysis is the #1 cause of new product failure.

• Main causes of NPD failure

0

5

10

15

20

25

% Citing

Inadequate Mkt Analysis

Product problems

Poor marketing effort

Cost control

Competitive pressures

Bad timing

Technical or productionproblems

Source: Cooper, Winning at New Products

Skuuber Demand Certification

• Net retail sales potential per 1000 aware consumers• Establishes a consistent Standard for evaluating market

potential at the SKU level– Consumer survey results – Algorithmic demand modeling– Diagnostics

• Adds VoC to category management process• Works across all CPG categories• Emulates retail consumer item evaluation experience

Deliverables• 21 page Skuuber Report includes toplines & diagnostics

for marketing/business planning guidance– Skuuber Score™ projection of retail volume potential – Household trial estimates: category users & non-users – Price elasticity of demand – Demographic trial intensities – Channel management options – Uniqueness ratings – Price/value ratings – Purchase driver ratings – Needs-improvement ratings

• 72 Hour turnaround, delivered to user online account

Skuuber Consumer Panel

• 500 US Consumers• Recruited by eRewards

– Leading global provider of survey panelists

– 3.2 million active members– ISO certified

• Panelists– Invitation only, double opt-in– 85% panel retention

Product Profile screen --- populated by client online

Sample questionnaire screen --- one of nine seen

Questions Asked & Issues Explored

1. Do you currently buy a product like this?2. How likely are you to BUY this product in the next 12 months? (check one)3. How many units of this product would you buy at one time? (check one)4. Which of the following best describes you as it relates to this product?5. Based on the description above, what is the ONE thing that would make you

MOST LIKELY TO BUY this product? (check one)6. Based on the description above, what is the ONE THING that, if changed,

would IMPROVE YOUR LIKELIHOOD OF BUYING this product? (check one)7. How unique is this product compared to others you are aware of?8. At the price shown above, how would you rate the value for the money of this

product? 9. Where would you expect to find this product available for sale? Check all that

apply.

Skuuber Score®: Net Retail Sales Potential• Net initial retail sales dollars per 1000 US consumers

aware of the product and with access to it. • Translates the consumer survey data into market-based

sales potential metrics at the SKU level.• Included Performance Factors

– Trial estimates– Volume per purchase occasion– Average price paid forecast

• Standardized, category agnostic measurement of initial demand

Trial by category usage

• Shows difference between users/non-users of category

• Indication of incremental volume potential

HotSpot Chart

• Detailed Total US demographics

• Demos indexed to national average trial rate

• Instantly flags pockets of strength and weakness

• Use to identify or validate consumer target markets & options

Price Elasticity of Demand

• Checks effect of pricing on demand

• Indicates responsiveness to price promotion

Incremental purchasing

• Shows whether demand is incremental to category or a cannibal

• Combine with dollar share power to gauge impact

Channel Strategies

• Indicates expected retail environment

• Shows distribution opportunities & priorities

Uniqueness

• A key attribute of successful brands

• Indicates degree of uniqueness perceived

• Indication of pricing power

Value

• Critical dimension of successful products

• Shows intensity of value perceptions

• Works with uniqueness ratings & incremental purchasing data

Purchase Drivers

• Indicates most compelling elements of the SKU ecosystem

• Indicates focal points of messaging & differentiation

Areas for improvement

• Shows weak spots in value proposition

• Indicates why resistance to trial occurs

• Product/messaging improvement areas

Timing

• Create a free account• Create a Skuuber Study in

15 minutes online on our secure site

• Tweak, modify as much as needed, launch & pay when ready

• Results back in just days from study launch

Fees $2900 per sku studied

– 95% confidence level– 4.3 confidence interval– Total US detail– About 1/3 the cost of a

single focus group. – More detail and faster

turnaround than research costing $30K+.

– Performance metrics not found anywhere else.

Applications

• Category “presearch”• New product

development & launch support

• Business & marketing plan support

• Target market options• Category reviews & sku

rationalization

• Pricing strategies• Channel strategies• Package & logo design• Line extensions• Package promotions• Brand positioning• Advertising claims• Risk management

Recap

• Fastest, most affordable concept testing method ever

• Robust, complete and 2.5X competitor sample sizes

• Standardized Skuuber Score®• Easy to use & understand• Versatile• Free to set up and manage concepts, pay only

when launched to field

Contact UsRick Hill: Founder & CEO

Skuuber, LLC11440 West Bernardo CourtSuite 300 San Diego , CA 92127

www.skuuber.comph: 1-877-UBERSKU (877-823-7758)fax: 760 747 6921

E-mail: rickhill@skuuber.com