Marketing Models
Ventana® Market Models focus on the customer response to new or existing product or service offerings, often in the context of competing offerings and substitutes. They segment the ways customers choose among competing options, and the customer behavior and use patterns that shape demand over time. They are used to make design, price, packaging, marketing and advertising decisions, as well as to understand likely future performance and its causes.
Examples:
- Hospitality: Calculating Liability Reserves for Loyalty Programs - The finance department of a large hotel chain was concerned that it was understating the size of the financial liability incurred when it awarded “frequent guest” points that guests could redeem in the future for free room nights. More...
- Pharmaceuticals: Feedback in Epidemiology for Market Sizing - An epidemiology model Ventana assembled quickly, but with thoughtful treatment of easily available data, showed that the sales projections for a new product were far too high. More...
- Pharmaceuticals: Marketing New Pharmaceutical Products - A year prior to a new product's launch, Ventana accurately predicted its blockbuster performance and its market share for the first 18 months. The prediction (and subsequent reality) surprised many people in the client company who expected only modest success for the compound, and began to revise the company's views on the best use of its sales force. More...
- Pharmaceuticals: New Product Decision Process - Ventana helped a research pharmaceutical company realize it had overestimated market size for a new products by at least a factor of two. More importantly, the exercise revealed that the company's process for evaluating new product put severe and conflicting pressures on product development teams. More...
- Pharmaceuticals: Sales Growth of Generic Drugs - A Ventana simulation predicted that sales of a particular generic would grow steadily after launch instead of dying away, and this forecast proved correct. But the conventional wisdom that this never happens was so entrenched in peoples’ minds that when later Ventana models of three other pharmaceutical markets predicted similar behavior correctly, the models got credit for anticipating "surprising" behavior. More...
- Technology: Computer Peripherals - For a worldwide supplier of computer peripherals, Ventana analyzed dozens of ways consumers used the client's products to determine the optimal combination of pricing and packaging. More...
- Technology: Software Licensing Policy - Ventana's client was able to avoid what everyone in the industry was later to recognize as a serious marketing mistake. More...