An Integrated New Product Assessment System in which a business proposition is simulated for a new category, a new brand, or a line extension.
EUREKA℠ provides the marketer with the following information:
- The volume/ profit potential of a new product entry and source of volume [cannibalistic vs. incremental growth]
- The impact of change in advertising/ promotion spending, pricing or distribution on volume and profits
- The critical introductory spending requirement necessary so the brand does not become permanently damaged