l Typical Research Objectives l

The research objectives outlined below are meant to illustrate the particular strengths of tgmr TARGET GROUP methodology. The corresponding case studies are available upon request.

• Has the new brand at its targeted premium price positioning sufficient consumer potential to warrant profitable marketing?
• Is there sufficient user potential for the planned line extension of the brand?
• Which of the proposed new product concepts has the relatively highest user potential amongst younger category users? Is the absolute potential of the winner big enough for longterm, profitable marketing?
• Is the defined relaunch marketing mix strong enough to realize significant growth?
• The total marketing budget clearly is not big enough to sufficiently support all brands. Which brands do have the relatively highest growth potentials, and therefore should get more marketing funds than the rest?
• Brand A has successfully launched a new sub-brand. A competitor reacts by also launching a new sub-brand, but with a 3 times higher media budget. Will this block further growth of Brand A, or even result in negative growth? Would higher media spending help?
• How strong is the competitor's creative execution? How many users might it lure away from Brand A? Which counter measures might be indicated?
• The new TV spot, does it convince users of competitive brands to try our brand? And how many of them? Can media planning focus on this incremental user potential?
• Has wear-out of the current creative execution already begun, or could it still attract new users via changes in media planning and execution?