SALES VOLUME FORECAST OF READY TO DRINK BEVERAGE ALCOHOL IN TAIWAN
Date Issued
2006
Date
2006
Author(s)
Chang, Ching-Kai
DOI
zh-TW
Abstract
The objectives of market research for the new product pre-launch are:
1. To estimate the trial and adoption rates based on the raw model.
2. To estimate the volume in on-trade and off-trade for the first two years based on different distribution builds and media plans.
3. To identify an acceptable range of prices from the consumer’s point of view.
4. To find out the source of business Alcoholic beverages that are likely to be cannibalized.
5. To find out the acceptability of the actual product and areas of improvement.
Furthermore, the market research also provides guidance for the refinement of marketing plans. For example:
• Pricing
• Appeal of different pack formats
• Importance of sampling
• Distribution planning
• Media planning
The case study explores the new product volume forecast of market research in the first 2 years and identifies the key factors, which influence the forecast accuracy. To understand the actions that the company took to reflect the dynamic environment change could be a factor for reducing the gap between the forecast and actual volume.
To project the new product volume has to consider from different dimensions. Sometimes the government policy and regulation change may cause the structural change in the market. New competitors and consumer behavior change are also the key factors that will impact on the forecast accuracy.
Subjects
銷售預測
sales forecasting
SDGs
Type
other
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