Product Portfolio Management

It has often been demonstrated that products launched last, contribute most to the brand's profitability. This is why companies constantly renew their product portfolio. Often, a majority of sales are realized by SKUs that were not even launched three years ago. Maintaining a healthy product portfolio is a balancing act of coming and going SKUs, where the company constantly needs to assess the effect of single launches on the performance of the company's product range as a whole, and in its competitive environment.

SKIM's portfolio management solutions help companies by showing the effects of launching or withdrawing SKUs or parts of the product portfolio, such as new product launches or price changes, on the company's market performance as a whole. In addition, you can lean about the effects of competitive actions in a simulated competitive environment.

SKIM applies Conjoint Analysis (aka Discrete Choice Modeling) to assess the impact of changes in the brand's product portfolio or the competitive environment, on the brand's performance. Conjoint Analysis closely replicates consumer purchase and choice behavior at point of sale, so it accurately replicates what happens if something in the competitive environment changes, be it the launch or withdrawal of a product, or a change in the price structure of a range.

Read more about Conjoint Analysis in our Methodological Partner section.