Case Study: Range Optimisation

A global mobile phone manufacturer wanted to know which combination of colour fascias would produce the best sales for a new handset. It needed to assess the different versions available and maximise the reach across the market with as few options as possible.

Our analysis

Bonamy Finch undertook a TURF analysis that showed the optimum combination of colours to achieve the broadest customer appeal. The analysis was weighted by sales frequency and probability to purchase giving a more accurate read on purchase intentions. Shapley values were calculated to give a summary measure of the incremental appeal of each colour.

Results

TURF analysis showed that the two colours with the highest individual appeal would give the lowest reach of any combination if launched together.  Surprisingly, the colour that appealed to the fewest consumers overall would contribute significantly more to incremental reach if launched alongside a more mainstream colour.

If the client had simply chosen the two most popular colours, it would not have achieved such good results as it did with the two colours that were launched.