Improves system consistency and cannibalization measurement (through stringent zero-sum game) for category-portfolio-brand-size level of product aggregation.
Can be applied on various levels of market structure according to client's issue
Focuses on category (or portfolio) volume and brands volume and share
Delivers key drivers of brands performance, marketing effectiveness and ROI's, price elasticity and cross-price elasticity, new product incrementality, shelf management, etc.
Ensures consistent assessment of brand interactions and net incrementality in a cohesive market domain
Provides assessment of the volume to the top level of the system (portfolio, category, segment) and each component (brand, size, etc.), net of cannibalization
Provides assessment of incremental profit taking into account brand specific margins
Describes competitive market structure based on brands' cross-price elasticities
Evaluates brand's strength and vulnerability to competitive actions.
Solutions
Simulta-neous Equations Modeling
