Situation.

A health products company had to meet aggressive one-year goals for a product launch. Historically, selling was through professional channels. But this launch would expand distribution to traditional retail. The team was concerned that retail distribution would negatively effect its existing professional channel. The board wanted to see a business case for optimal investment strategy to minimize risk.

Plus

Insight.

Concentric Market® evaluated retail distribution levels, pricing, advertising, and messaging to see impact against professional channel sales. This showed that distribution levels exceeding 85% of available retail locations would jeopardize professional channel sales.

Question.

What if we increase our investment?

  • arrowThe team used Concentric Market® to forecast scenarios.

Assuming less than 85% distribution, Concentric Market® was used to forecast sales for multiple investment scenarios to identify where there would be the least variability. The model revealed that with increased investment, risk of missing the sales target would be reduced.

Arrow

Dollar Sales Forecast

Dollar Sales Forecast

Impact.

The board approved the strategy, and the sales forecast was 99% accurate for two years in a row.

Download our collection of
case studies.

Concentric enables leaders to forecast ROI for any strategic decision. Enter your contact information to get additional case studies and see how Concentric can help you. Your download will begin automatically.

“By bringing our teams’ collective body of knowledge into one decision-making tool, Concentric Market enables us to test what-if scenarios our current econometric models simply don’t address.”

Senior Research Manager