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Malliavin Marketing Sciences for briefs about value propositions
New product development is risky business - both when it is done and when it is not. We leverage qualitative creativity into cool, clinical diagnostics that convert the inherent risk into inherent reward.
See once towering brands stagnate then fall into irrelevance by offering the wrong product at the right price, or the right product at the wrong price. Watch them make changes that that alienate core customers.
Your tried and tested experimention and simulations will help your client eat them for breakfast. Predict uptake with stunning accuracy.
Once the market is familiar with an offering, Bayesian A/B Testing makes light work of pricing questions.
But when the offering is truly novel, where the market, and an anchor price have not yet been established, well that's a different ball game altogether.
These questions asked of marketing science will have profound effects on the future of the your client's offering. Is there an optimal price point?
You can't ask customers what's the most they would pay - because turkeys don't vote for Christmas.
A great proposition is not "mission accomplished!" Your client's winning proposition could be stifling their growth.
Your savviest client will be asking...
The goal is to fit a range together to capture additional share without canabalisation.
