Used Primarily For: Product Mix
Characteristics: Promotes Strategic Action
Output: A new technique that provides TURF-like results but works better to facilitate the modeling of optimal product mix strategies.
Consumers' purchase decisions are evaluated for possible cannibalistic substitutability among options. Socratic NCURA (Non-Cannibalized, Unduplicated Reach Analysis) provides modeling solutions to help decide what combination of products to "shelve" together and to measure the impact of trading out one variety for another. Conversely, it also indicates which products are highly cannibalistic of each other and therefore not necessary to stock in order to obtain maximum unduplicated reach.
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