It precedes the real market introduction of the new commodity, limits area and period and sells experimentally in the actual market and promotion, it is the marketing activity which you investigate & verify the reaction.
Original test marketing is executed, "regional limitation" saying, in the range (scale) of the city and the prefecture and the regional area etc. is done alongside the marketing program which is similar to the time of nationwide development. For the people in the area "start of sale" is, simply it is not something where "it tries selling in trial".
As for test marketing, there is many a thing which is done with the food and the daily necessaries. For example, while at a certain candy manufacturer, in the Kanto sphere as for the commodity of sale schedule doing test marketing in Shizuoka prefecture, looking at the reaction over there it kneads the announcement strategy. In addition, it throws the chocolate where the new commodity appears in after the fall, to the Hokkaido market in summer season, looks at the reaction. The reason where the execution area is Shizuoka prefecture to be close to make the Kanto sphere from Tokyo, being because good it is close, Hokkaido summer to be cool, like the chocolate because even with the commodity which is easy to dissolve it can put with year-round.
Test marketing is done on the basis of detailed execution plan, commodity characteristic (functionality, design, naming and price etc.), the circulation channel (marketing route and store coverage etc.), investigates & measures the brand acknowledgment, early purchase, repeat purchase of the customer for the advertisement announcement promotion (announcement media and ? seeking point etc.) and the like and announcement reach and the application participation etc. to promotion activity. In addition, changing the respective sale method and display method and price etc. at the plural stores, when the experimental thing where is done, it sets, verifies the difference of sale quantity and customer several customer classes etc. it is.
In this way, analyzing the data which can, expanding the area, it adds correction to package design and price policy and promotion plan etc. for selling. Depending upon when, there is also a case which becomes the second look to commodity specification and production sales planning. Because of this, it decreases the big risk, mass marketing, it is possible to raise the sale plan whose blurring is little.
Until recently, contents of the new commodity of the respective company are known at competitive enterprise as a fault of test marketing, when it executes in long term, the point that was listed merit that (pattern and the like of repeat purchase understands, there is), it gives the time when the competitive product is developed.
But recently, as for test marketing the execution area and scale of the test itself have become very large, either the cases which have been linked with the marketing at the time of nationwide sale are not few. With development of the IT solution, entering into the phase of usual sale marketing activity, is 1 phase of broad marketing activity it reached the point where it can continue to collect the measurement item of former test marketing it has reached the point where it can consider that either test marketing is not the advance test before the commodity selling partly due to the fact that. |
