Line Optimization

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Market Research Manager,
CPG
“RTi is a trusted and valued business partner. The RTi team consistently adds value to the research process, and more important, to the interpretation and analysis of data. Their work is consistently high and their perspectives fresh and unique.”

Director, Consumer Insights,
CPG
“I've worked with RTi on a wide range of custom research initiatives. RTi is customer service–oriented and delivers reliable results on-time and on-budget. Their staff is knowledgeable, thorough, and easy to work with.”

Market Research Manager,
CPG
"Rothstein-Tauber (RTi Research) is a terrific supplier, very insightful, and highly strategic."

Marketing Research Director, Major Food Manufacturer
“I know when I get a report from RTi it will be 95% ready; with others I have to spend so much time reworking and rewriting.”

Market Research Manager,
CPG
“Working with you is a real pleasure -- first you are always very thorough and thoughtful which makes my job so much easier, and then you are always so flexible and accommodating. Thank you!”
Sr. Manager Consumer Insights, Major Food & Beverage Manufacturer
“Understands our business issues and provides study designs that ensure we meet our research objectives. This study was well executed, and results were delivered on time, with well-written summary and conclusions.”

Sr. Manager, Consumer Insights,
Food & Beverage
I wanted to take a moment to thank you from the bottom of my heart for all the hard work on your end. We couldn’t have done this without you! I genuinely appreciate all your efforts and I did not want your support to go unnoticed.

Not only are you wonderful people, but have been excellent performers on this specific 'HUT'. I cannot thank you enough! The hard work has paid off with the very positive results.

Thank you again so much….

Product Development Manager, Major Food & Beverage Manufacturer
“We value the business relationship that we have with RTi. Their work is of the highest quality at a reasonable price. They took the time to learn our business to become an essential partner in making our business grow.”

Market Research Manager,
CPG
“RTi led the project and provided superior guidance on the test design and methodology, and quickly grasped the marketing objectives.”

Sr. Manager, Consumer Insights,
Food & Beverage

Line Optimization: Robust Analytics and Real-Life Scenarios

Traditional line optimization is based on TURF analysis (Total Unduplicated Reach and Frequency), which essentially measures the proportion of the population that would likely purchase at least one item in a line of items. Although TURF is useful for relatively simple and straight-forward line optimization situations, it falls short of being able to provide the answers needed for many “real-life” in-market situations.

Faced with a need for a more robust line optimization tool, RTi developed Portfolio Manager™ – a unique survey instrument with powerful analytics to produce relative volume estimates of different line configurations. Both gains in volume as well as losses due to cannibalization are calculated to arrive at a net incremental volume estimate for each line combination.

Some of the line optimization challenges RTi has solved for our clients include:

Which are the greatest opportunity varieties to add to the line?
Is a line better off with two new varieties or de-listing a current offering and adding three new varieties?
What are the best line solutions for a 12-product line made up of four products each from the three sublines?
Are there different line solutions for different channels? Different regions?