Case study #1 keyboard_arrow_left
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OPTIMIZATION 
Mac & Cheese Portfolio Strategy and Optimization
RESEARCH OBJECTIVES:
- To design the most appealing and intuitive positioning strategy for the portfolio of Microwavable M&C products (e.g. “Good, Better, Best”)
- To identify the optimal line configuration of Microwavable products
Online Survey
2,200+ Consumers Across 5 channels
Line & Pricing Model Portfolio Strategy
DECISION MAKING PROCESS
How do consumers shop for and use current M&C products?
- Current usage and perceptions were mapped against products’ benefits to evaluate gaps & overlap in positioning
- Impact of various positioning taglines on product preference was evaluated to further refine positioning
CATEGORY SIMULATOR
What is the optimal line configuration for Microwavable M&C?
- A predictive model of consumer behavior for the category was developed based on discrete choice exercise
- Optimal line configuration and pricing maximizing share and revenue was identified
- Ongoing use of simulator
OPTIMAL POSITIONING
How to best position the products in the line to optimize revenue & effectively compete in the category?
- Combining gaps & overlap analysis with optimization results we developed positioning platform using the most motivating taglines/claims to maximize revenue and minimize cannibalization and competition within the line