expect great answersThe Curse of the Curly FriesPaolo Cordella                    Share your thoughts online:Jeroen Hardon...
DavidSenior Product manager
...back in the 80s…
...back in the 80s…
...back in the 80s…
...back in the 80s…
...back in the 80s…
...and in the 90s…
...and today…9
PhilipJunior Product manager
Easy FriesHealthy, Young, Awesome
The battle
David or Philip?
The solution                      Jennifer                Market Researcher at MIKS14
The question                or15
The question                or16
The method                        MBC                  Menu Based Conjoint17
Make your choice  1$   3$    1$    1.5$
Make your choice  1$   3$    1$    1.5$
Make your choice  1$   3$    1$    1.5$
Make your choice  1$   3$    1$    1.5$   1.5$
Make your choice  1$   3$    1$    1.5$   1.5$
Make your choice  1$   3$    1$    1.5$   1.5$
Make your choice  1$   3$          1.5$   1.5$
Insight #1# People choose Tender Grill with Curly Fries.
Insight #1# If Donald King delists Curly Fries….
Insight #1# …people will buy less Tender grill
Insight #2      # Curly Fries Lovers …
Insight #2      # …if Donald King delists Curly Fries
Insight #2    # …they don’t come anymore to Donald King
So what?
So what?# Keep Curly Fries at higher price
What about me?
Can we still include Easy Fries?
Insight #3 # New segment, the “Green” families
Insight #3 # New segment, the “Green” families
Insight #4      # No cannibalization effects
Insight #4      # Two different segments
So what?                or39
So what?                or40
So what?                and41
So what?
So what?
So what?
contact us or follow us online!Paolo Cordella | Research Consultant    Jeroen Hardon | Senior Research Consultantp.cordell...
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SKIMspiration 2012: Menu-Based-Choice modeling | The curse of the Curly Fries

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It can be easy for brands to launch more products, but it is not as easy to decide how to prune a product portfolio. Consider this case study in the hospitality market, where a fast food brand wants to optimize its profitability by changing its menus. Philippe, a young product manager is determined to delist the famous Curly Fries and to introduce the cheaper Easy Fries instead. However, his colleague David has his reasons for wanting to keep them in. Jeroen and Paolo showed us how MBC helps these gentlemen find the optimal solution.

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SKIMspiration 2012: Menu-Based-Choice modeling | The curse of the Curly Fries

  1. 1. expect great answersThe Curse of the Curly FriesPaolo Cordella Share your thoughts online:Jeroen Hardon #SKIMspiration
  2. 2. DavidSenior Product manager
  3. 3. ...back in the 80s…
  4. 4. ...back in the 80s…
  5. 5. ...back in the 80s…
  6. 6. ...back in the 80s…
  7. 7. ...back in the 80s…
  8. 8. ...and in the 90s…
  9. 9. ...and today…9
  10. 10. PhilipJunior Product manager
  11. 11. Easy FriesHealthy, Young, Awesome
  12. 12. The battle
  13. 13. David or Philip?
  14. 14. The solution Jennifer Market Researcher at MIKS14
  15. 15. The question or15
  16. 16. The question or16
  17. 17. The method MBC Menu Based Conjoint17
  18. 18. Make your choice 1$ 3$ 1$ 1.5$
  19. 19. Make your choice 1$ 3$ 1$ 1.5$
  20. 20. Make your choice 1$ 3$ 1$ 1.5$
  21. 21. Make your choice 1$ 3$ 1$ 1.5$ 1.5$
  22. 22. Make your choice 1$ 3$ 1$ 1.5$ 1.5$
  23. 23. Make your choice 1$ 3$ 1$ 1.5$ 1.5$
  24. 24. Make your choice 1$ 3$ 1.5$ 1.5$
  25. 25. Insight #1# People choose Tender Grill with Curly Fries.
  26. 26. Insight #1# If Donald King delists Curly Fries….
  27. 27. Insight #1# …people will buy less Tender grill
  28. 28. Insight #2 # Curly Fries Lovers …
  29. 29. Insight #2 # …if Donald King delists Curly Fries
  30. 30. Insight #2 # …they don’t come anymore to Donald King
  31. 31. So what?
  32. 32. So what?# Keep Curly Fries at higher price
  33. 33. What about me?
  34. 34. Can we still include Easy Fries?
  35. 35. Insight #3 # New segment, the “Green” families
  36. 36. Insight #3 # New segment, the “Green” families
  37. 37. Insight #4 # No cannibalization effects
  38. 38. Insight #4 # Two different segments
  39. 39. So what? or39
  40. 40. So what? or40
  41. 41. So what? and41
  42. 42. So what?
  43. 43. So what?
  44. 44. So what?
  45. 45. contact us or follow us online!Paolo Cordella | Research Consultant Jeroen Hardon | Senior Research Consultantp.cordella@skimgroup.com j.hardon@skimgroup.com31 10 282 3568 +31 10 282 3503Drawings by Share your thoughts online:Nika Jazaei #SKIMspirationnika.jazaei@gmail.com

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