Product line optimization: TURF+ as an effective portfolio management tool

The question of optimal product line design is an essential task of Marketing with regard to the market share- and profit maximization of an enterprise.

Besides the conjoint analysis it is particularly the TURF+ analysis that lends itself to product line design, in order to facilitate the determination of product novelties or repositioning or removal of established products.

TURF+ is considered the standard procedure for the determination of optimal product- or flavour combinations for FMCG, or for the ascertainment of the maximum reach of an array of products. TURF+ reveals which product combinations will generate the highest turnover. By integrating Shapley values the analyses also take out-of-stock situations into account.

TURF+ will provide you with the following findings:

• Identification of an optimal product portfolio (optimization with regard to product assortment and size of the portfolio)
• Determination of optimal product combinations/product lines that are bound to reach the highest possible number of consumers
• Optimization of sales through maximization of customer coverage
• Prevention of loss of sales by taking out-of-stock situations into account by means of Shapley value reviews

You have different, more complex optimization issues to solve? No problem: we will be pleased to advise you thoroughly and try to find a customized solution to your problem.

For more information please contact:
Sören Scholz
+49 521 2997 387
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