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Men Are From Mars. Women Prefer Venus.

Posted by Asim Kamdar

 

How to spend and when to spend? That is the timeless question that marketers face when launching new products into the marketplace. You only have one chance to be NEW - use it or lose it is what we say! If a new product is advertised at less than the critical introductory spending level, it will not reach full mature potential.

 

 

 

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Men Are From Mars. Women Prefer Venus.

Posted by Asim Kamdar

Our New Product Simulation Model forecasted Gillette's Venus Razor business as a $200MM proposition by Year 2 contingent upon the correct levels of investment - which later was validated. Our Simulation models are derived in advanced mathematics rooted in Brand Entropy/ Thermodynamics and directly tied to the Hierarchical Purchase Structure - not regression-based models that use history to predict the future and cannot accurately forecast products that form new categories.

CEO Jim Kilts cited Summitry as being a catalyst in turning around the Gillette business after years of decline - eventually selling the business to P & G for $57 Billion.