Powerhouse Marketing Plans(c) 14 Outstanding Real-Life Plans and What You Can Learn from Them to Supercharge [... ]aigns

Although Zicam was developed and launched without the benefit of a formal market research effort, market research is now being used to manage and expand the brand. In the past year the company has done three rounds of formal focus groups to measure consumer attitudes and test new ideas. It has also used a tracking study before and after the cold season to measure consumer awareness and usage of Zicam cold remedies. It wants to quantify how advertising and word of mouth have expanded Zicams consumer base.

The management of Matrixx Initiatives believes that the company can grow by expanding consumer awareness and usage of its existing products and by introducing new products. The company has introduced five new products in the past year, and it is planning more new product introductions. To reduce the risk of these new product introductions , the company is using several concept testing methods . It is plugging in descriptions of new concepts to a service called BASES ^TM to obtain scores on how well these ideas are likely to perform in the marketplace . It is also using another service called NFO to test new products in order to get measurements of the probability of success before the product is launched.