120-1
PERTEMUAN 15-16
MARKET TESTING CONTINUED:
CONTROLLED SALE
AND FULL SALE
(Uji Pasar)
220-2
TIK
• Mahasiswa mampu mendefinisikan metode
controlled dan full sale
320-3
A-T-A-R and the
Market Testing Methods
Figure 20.1
420-4
Controlled Sale by Informal Selling
• Used for business-to-business products, also
consumer products sold directly to end users.
• Train salespeople, give them the product and
the selling materials, and have them make calls
(in the field, or at trade shows).
• Real presentations, and real sales, take place.
520-5
Controlled Sale by Direct Marketing
 More secrecy than by any other controlled sale
method.
 The feedback is almost instant.
 Positioning and image development are easier
because more information can be sent and more
variations can be tested easily.
 It is cheaper than the other techniques.
 The technique matches today's growing technologies
of credit card financing, telephone ordering, and
database compilation.
620-6
Controlled Sale by Minimarkets
• Select a limited number of outlets -- each store
is a minicity or “minimarket.”
• Do not use regular local TV or newspaper
advertising, but chosen outlets can advertise it
in its own flyers.
• Can do shelf displays, demonstrations.
• Use rebate, mail-in premium, or some other
method to get names of purchasers for later
follow-up.
720-7
Controlled Sale by Scanner Market Testing
• Audit sales from grocery stores with scanner
systems -- over a few markets or national
system.
• Sample uses:
– Can use the data as a mini-market test.
– Can compare cities where differing levels of sales
support are provided.
– Can monitor a rollout from one region to the next.
820-8
Minimarkets and Scanner Testing: IRI’s
BehaviorScan and InfoScan
• Cable TV interrupt privileges
• Full record of what other media (such as magazines) go into
each household
• Family-by-family purchasing
• Full record of 95 percent of all store sales of tested items from
the check-out scanners
• Immediate stocking/distribution in almost every store is
assured by the research firm.
Result: IRI knows almost every stimulus that hits each individual
family, and it knows almost every change that takes place in
each family's purchase habits.
920-9
The Test Market
• Several test market cities are selected.
• Product is sold into those cities in the regular
channels and advertised at representative levels
in local media.
• Once used to support the decision whether to
launch a product, now more frequently used to
determine how best to do so.
20-10
10
Pros and Cons of Test Marketing
Advantages:
• Risk Reduction
– monetary risk
– channel relationships
– sales force morale
• Strategic Improvement
– marketing mix
– production facilities
Disadvantages:
• Cost ($1 mill+)
• Time (9-12 months+)
– hurt competitive advantage
– competitor may monitor
test market
– competitor may go
national
• Competitor can disrupt
test market
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11
A Risk of Test Marketing:
“Showing Your Hand”
Figure 20.2
•Kellogg tracked the sale of General Foods' Toast-Ems while they were in test
market. Noting they were becoming popular, they went national quickly with PopTarts before the General Foods' test market was over.
•After having invented freeze-dried coffee, General Foods was test-marketing its
own Maxim brand when Nestle bypassed them with Taster's Choice, which went on
to be the leading brand.
•While Procter & Gamble were busy test-marketing their soft chocolate chip
cookies, both Nabisco and Keebler rolled out similar cookies nationwide.
•The same thing happened with P&G’s Brigade toilet-bowl cleaner. It was in test
marketing for three years, during which time both Vanish and Ty-D-Bol became
established in the market.
•General Foods' test market results for a new frozen baby food were very
encouraging, until it was learned that most of the purchases were being made by
competitors Gerber, Libby, and Heinz.
20-12
12
The Rollout
• Select a limited area of the country (one or several
cities or states, 25% of the market, etc.) and monitor
sales of product there.
• Starting areas are not necessarily representative
– The company may be able to get the ball rolling
more easily there
– The company may deliberately choose a hard area
to sell in, to learn the pitfalls and what really drives
success.
• Decision point: when to switch to the full national
launch.
20-13
13
Types of Rollout
•
•
•
•
By geography (including international)
By application
By influence
By trade channel
20-14
14
Patterns of Information Gained
During Rollout
Figure 20.4
20-15
15
Risks of Rollout
• May need to invest in full-scale production
facility early.
• Competitors may move fast enough to go
national while the rollout is still underway.
• Problems getting into the distribution channel.
• Lacks national publicity that a full-scale launch
may generate.
20-16
16
Probable Future for Market Testing
Methods
Figure 20.5
• Test marketing
• Pseudo sale
• Minimarket
• Rollout
(“dinosaur”)
(incomplete)
(flexibility & variety)
(small, fast, flexible)
20-17
17
Summary
….