Holiday Pulse Fast, easy research actions to guide Q4 2012 portfolio, pricing and messaging adjustments

October 2012

© 2012 Ipsos. All rights reserved. Contains Ipsos' Confidential and Proprietary information

and may not be disclosed or reproduced without the prior written consent of Ipsos.

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Situation The holidays are the biggest sales season of

the year.

Problem Marketing plans were set early in the year.

Nine months later, the market has changed, things may not have gone exactly as expected,

and new information is now available.

Solution Take a quick pulse of the market and make necessary last minute adjustments to boost

your holiday sales.

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Fast, Easy Research Before the Holidays!

Prepare for the impact of changes to the competitive landscape

Plan final improvements to your product portfolio and (re)set your expectations

Preserve your profit margin by identifying appropriate promotional pricing levels

Prime your communications and messaging efforts to take advantage of the biggest sales season of the year

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Answers in 3 Weeks, Starting at $20k

Data Collection

Method • Online

Length of Survey • 10-15 min

Sample Size • n=300 recommended

Ballpark Cost

• $20,000 (includes 1 module)

• $5,000 per additional module • Costs estimates assume recruiting

incidence of 20% or higher

Screen for Relevant Audience

Expected Holiday Purchase Activity

Exposure to Your Offer

Key Demand Measures

Profiling & Demographics

Core Interview Modules

Pre/Post Share Shifting

Pricing

Messaging

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Holiday Pulse Uncovers How Recent Competitive Changes Impact Your Holiday Sales!

When to Apply New competitor(s) entered the market

You have a new offer or price promotion

Competitor changes its price

Wargame launch & pricing scenarios vs. competition

Methodology Pre/Post Shelf Exercise

5 5 5

8 6 5

12 12 11

15 14

13

40 45 42

20 18 24

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Current Market (Pre)

Mkt Leader Offers 10% Discount

(Post)

You Match Mkt Leader's Promo Price

(Post)

Mark

et

Sh

are

Your Brand

Competitor 1

Competitor 2

Competitor 3

Competitor 4

Competitor 5

The Market

Today

The Upcoming

Holiday Market

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At What Price Will You Maximize Demand?

When to Apply Launching a new product and need last

minute sense-check on pricing.

Planning a price adjustment or price promotion and want to know volume impact to the business.

Methodology Key demand measures captured for the

offer over a continuous price range.

Vantis’ overstatement modeling applied for a more accurate projection of market impact.

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A charging pad that plugs into the wall. Sit any of your

digital devices, like iPods or mobile

phones, onto the pad to charge.

The advanced, energy-saving ZERO Charger is a convenient

charging station for many mobile

devices! All your devices can be charged simply by plugging

into the ZERO Charger. It automatically

shuts down when not in use, so you’ll

never have to unplug your charger.

How Does Your Messaging Perform and What Can Be Done to Improve It?

When to Apply Current message isn’t having

desired impact in the market

Uncertain of what part(s) of your offer drive interest

You have several messages, and are not sure which is the best

Methodology Concept Highlighter Exercise

Message efficiency score and Word-of-mouth (Buzz) score also provided

Font size represents Reasons to Buy,

Highlighted words are the Top 5 Most persuasive phrases

Attention Grabbers and Top 5 Phrases

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About Vantis | Contact Info

Identify and Evaluate Winning Initiatives

A quantitative screening tool that prioritizes

ideas and determines which are most likely to

succeed as fully articulated concepts.

Powerful, fast, affordable concept testing using a

standardized methodology with a general

population audience. Includes success

benchmarks, messaging, and targeting analysis.

Quantifies and prioritizes new product concepts

based on success benchmarks; includes detailed

messaging and targeting analysis and detailed

recommendations for improvement.

A high speed solution that can take roughly

defined ideas or concepts, qualitatively

improve them, and quantitatively validate the

findings in 2-3 weeks

.

Internally funded reports across four broad

sectors – financial services, technology,

durable goods, and health – studying the most

newsworthy and innovative offerings.

Optimizes feature configurations and pricing;

model units, revenues and profits potential.

Applicable for new products, product line

simulations, and modeling emerging

Categories.

Forecasts sales volume for new products,

incorporating survey input, overstatement

modeling, marketing plan simulation. Validated

models with our clients’ marketing plans to

provide a precise forecast.

Maximize and Simulate Launch Scenarios

Qual-Quant Innovation Research

Screening and Prioritizing Early Ideas

Client Concept Testing Programs

Multi-Client, Quarterly Concept Testing

Competitive Market Assessments

Optimize Product Features and Pricing

Volume Forecasting

Tracy Floyd

VP, Business Development

tracy.floyd@ipsos.com

603.661.4884

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