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Sales Forecasting

In: Business and Management

Submitted By rinku08
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REAL-LIFE CASE STUDY [1998-1999] CONCEPT TESTING EXERCISE FOR A NEW FMCG PRODUCT I [QUARTER MASK DUST RESPIRATORS: QMDR]
Prologue
Concept: Usage of the technique of concept testing without using actual samples (unaidec

For assessing future potential of an inherent latent need for developing an effective ad system for two-wheeler drivers (motorbikes, scooters, mopeds), the technique of concept testft samples, has been used in this real-life potential estimation exercise. It has been aimed at fit probable market-base for Quarter Mask Dust Respirators (QMDR), which is very popular in higl countries like South Africa, Indonesia, Malyasia, etc.

The concept, in this case, is based on the real-life requirement for minirnising effects of polIt! is very relevant for fast driving two-wheeler drivers. The need of the driver is founded on the p lung-related diseases like asthma, coughs and colds, congestion are much more prevalent am drivers, who travel without usage of any type of facial'protection.

ing

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~

~

"At he t pointof this study, a small, Kolkata-based company, known as SMG, was manufacturing and ting ratherneffectiveacialmasks, which were not fitted with good quality inhalation and exhalation i f

. Few quality conscious drivers took recourse to good quality imported facial masks. Except these, no dye nti-pollution a protection devices were available during the time of this study, all over India, in
1999.

Ideally, availability of actual samples (aided research) would have helped in a much more practical .~ent offuture market potential. In absence of the actual samples, this concept testing exercise was !doutwithcoloured photographs of the good quality product, which was shown to 10,000 prospective rs andusers(two-wheeler drivers and 350 prospective distributors in seven highly polluted cities of

). Forrespondents, random sampling

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