Technical Report: Competitive Strategies in Product Portfolio Design

In an earlier technical report1, we discussed product portfolio optimization. In that report, products were placed: a) In the absence of competition and existing brands, b) in the presence of competition, and c) in the presence of competition while minimizing cannibalization of existing brands. The last two cases involved optimizing the probability of first choice among multiple alternatives. The design of an optimum portfolio depends on the availability of certain information about the location of existing products (your own and your competitors') along with the location of individual ideal points. This information can be obtained from modeling liking data using a probabilistic, individual ideal point model called Landscape Segmentation Analysis (LSA). In this report, we discuss the application of LSA in a dynamic exercise involving two competitors with existing brands, and their efforts to optimally place new products on the market to maximize first choice.

This technical report appears as:
Ennis, D. M. (2004). Competitive Strategies in Product Portfolio Design. IFPress, 7(1) 2-3.

Colleagues can download the entire technical report here:
Competitive Strategies in Product Portfolio Design

Not a Colleague? Click here to join for free!

This technical report also appears in our book, Tools and Applications of Sensory and Consumer Science.

Tags: , ,

Upcoming Webinar

September 21, 2017

Large TURF Problems: Finding Custom Solutions


Announcing the release of the 2016 Webinar Series Package!

Offered at a discounted rate of 50% off regular price, this package contains recordings of all four webinars offered during the 2016 Quarterly Webinar Series.

Create Your Own Webinar Package


Webinar calendar


Become a Colleague!

Join now to gain access to our technical reports, presentations, and more!

Click here to login or join.

Student Award

Now accepting applications for the
2017 Institute for Perception Student Award

site search