Vantage
VANTAGE
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For category and commercial teams

Change the product for the right reason.

Retailers and the market are telling you something needs to change. Vantage brings that feedback into the same record as the original decision, so a price, pack or claim change rests on what happened, not the loudest complaint.

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The question that decides it

What does the retailer feedback actually mean?

Every Vantage call ends in one of five: Proceed, Refine, Validate, Pause or Stop.
What Vantage answers

The calls in front of you, made on evidence.

i.

Is the problem trial or repeat?

Sales data and buyer feedback read together, not one at a time.

Refine
ii.

Are we ready for this retailer?

What the buyer committed to versus what the plan assumes.

PauseProceed
iii.

Price, pack or placement?

The change most likely to move the number, and how to check it.

RefineStop
What it looks like

A sample decision.

Product record Sample
Unscented Body Wash Refill
In market
Verdict · RefineRefine placement, not the product

People who find it buy it again. Too few find it.

Evidence

Repeat is 34% among first buyers, above plan.Retailer data · 12 weeks

Evidence

Trial is 40% below plan at the two largest accounts.Retailer data · 12 weeks

Inference

Shoppers can't find the refill: it sits on the bottom shelf, away from the bottles.Store visits · 6 stores

Next dollar goes to

Ask both buyers to place the refill next to the bottle for 8 weeks. No cost. Reopen with week-8 data.

What you bring

  • The concept, deck or product brief
  • Any research you've run: surveys, panels, taste tests
  • Sales, repeat or retailer feedback, if it exists
  • Your price and cost assumptions

What you get back

  • One call: Proceed, Refine, Validate, Pause or Stop, with the reasoning
  • Every line labelled evidence, inference or assumption, with its source
  • Confidence based on how well the evidence holds up
  • The next test worth paying for, and the result that would change the call
Related

Also useful.

Use caseFix what isn't sellingRead more →Use caseLaunch readinessRead more →IndustryBeauty & Personal CareRead more →

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