This feature is very useful when a R&D project is completed. You may verify that the new or modified brand will be positioned as planned. If yes, you may allocate the necessary resources to launch or reposition the brand. If not, you may want to postpone the portfolio operation by one year and initiate a modified R&D project.
The tool proposes a 2-step process, as illustrated on Figure 12.
•Key in the physical characteristics and price of the new or modified offering. In the case of a brand modification, you may select the brand so as to pre-fill the form with its current characteristics and price.
•Click on calculate and read where the brand will be positioned.
Figure 12 – Product Development Tool – Semantic Scales > Estimate position of a new or modified brand