l Our USP l

tgmr TARGET GROUP distinguishes itself from big research companies by concentrating on marketing research. No opinion polls, no syndicated studies, not aiming at satisfying any and all research requirements. Just plain brand-specific marketing research.

In today’s crowded, fragmented markets the key marketing objective must be to maximise the likelihood of the own brand to be preferred over all competition , by whatever measure,

• new or modified product/ service offer
• better pack/ pack design
• new line extension
• new price positioning
• revised advertising and/or other marketing communication
• co-operation with other brand(s)

The CHANCE^® Model Of Brand Choice that we have developed and are using

1. defines the conditions for users to switch brands, and
2. checks a planned marketing measure on its potential to attract new regular users.

The CHANCE^® approach assesses individual customer choice as a basis for future user/ sales forecasts. It is simple, robust, speedy, yet the forecasts are very precise. There is no black box.

All CHANCE^® methods are based on this criterion:

A (new) brand/product only has a CHANCE to be bought by customers instead of their current brand/product if it is perceived as good as the current one on all subjectively relevant factors, and better on at least one factor.

This criterion may sound a bit abstract at first glance, but the success of Aldi and other store brands illustrates its correctness: many consumers judge these products equal to ‘real’ brands on all quality aspects, but there is that important value for money advantage.

The CHANCE^® Criterion has been validated in a variety of FMCG categories, and in different European countries.

A scientific paper on The CHANCE^® Approach has been completed by Oliver P. Heil, Chaired Professor of Marketing & Director of Center, and Vera Magin, Junior Researcher in Marketing, Johannes Gutenberg-Universität Mainz.