Kirin - 1

1
Issues Explored Using the Software

• Market segments
• Targeting
• Product design
• Simulation of market outcomes
• Choice rule
• Profit/market share
• Cannibalization
• Adjustments for awareness/distribution

2
Adjustments forAwareness and Availability
3
Draw/Cannibalization

• Do before/after analysis
• Exclude new product(s) before doing analysis
• ? Market share of KirinSapporo is 12.91 (Share
  of preference)
• Do analysis with new product(s) included
• ? Market share of KirinSapporo is 11.32 and
  market share for Kirin Ichiban is 11.94

4
Unconstrained Optimal Product

• The unconstrained optimal product (under share of
  preference rule) is a European beer, 4.79,
  full-bodied, Mild aftertaste, low cal, Six 12oz
  large bottles, and brown paper label. This beer
  can garner 17 share, compared to 11.3 for the
  new beer being considered by the company. Even
  replacing Japanese for European gives a
  market share of 16.1.