SKIMspiration London presentation: The curse of the curly fries: Determine your pricing, products,...
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expect great answers The Curse of the Curly Fries! Carlo Borghi & Sander Noorman #SKIMspirati on Share your thoughts online:
Transcript of SKIMspiration London presentation: The curse of the curly fries: Determine your pricing, products,...
expect great answers
The Curse of the Curly Fries!
Carlo Borghi & Sander Noorman #SKIMspiration
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Menu Based Choice (MBC)
Basic Digital TV - €25
Comfort Digital TV & Record - €32.50
Comfort ++ Digitale TV & Record &
Tablet - €37.50
HD TV - €4
Extra media box - €4
Led light media box - €1
95 Extra channels - €5
Movie Package - €8
Sport package €17
Your total price €32,50
Extra options: Extra channels
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MBC - TV options
Basic Digital TV - €25
Comfort Digital TV & Record - €32.50
Comfort ++ Digitale TV & Record &
Tablet - €37.50
HD TV - €4
Extra media box - €4
Led light media box - €1
95 Extra channels - €5
Movie Package - €8
Sport package €17
Your total price €53,50
Extra options: Extra channels
1
2 3
MBC - TV options
The Curse of the Curly Fries
DavidSenior Product manager
...back in the 80s…
...back in the 80s…
...back in the 80s…
...back in the 80s…
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...and today…
PhilipJunior Product manager
Easy FriesHealthy, Young and Cheap
David or Philip?
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The solution
JenniferMarket Researcher at MIKS
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or
The question
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The method
MBCMenu Based Conjoint
1$ 3$ 1$ 1.5$
Make your choice
1$ 3$ 1$ 1.5$
Make your choice
1$ 3$ 1$ 1.5$
Make your choice
1$ 3$ 1$ 1.5$1.5$
Make your choice
1$ 3$ 1$ 1.5$1.5$
Make your choice
1$ 3$ 1$ 1.5$1.5$
Make your choice
1$ 3$ 1.5$1.5$
Make your choice
Insight #1# People choose Tender Grill with Curly Fries.
Insight #1# If Donald King delists Curly Fries….
Insight #1# …people will buy less Tender grill
Insight #2# Curly Fries Lovers …
Insight #2# …if Donald King delists Curly Fries
Insight #2# …they don’t come to Donald King anymore
So what?
So what?# Keep Curly Fries at higher price
Can we still include Easy Fries?
Insight #3# New segment, the “Green” families
Insight #4# No cannibalization effects
Insight #4# Two different segments
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or
So what?
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or
So what?
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and
So what?
So what?
So what?
So what?
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MBC in various industries
MBC - Car options
Base price: €10,000
MBC - Car options
Total price €11,355
Comfort Seat € 90
Parking sensors € 195
Rain sensor € 265
Driver comfort€ 440
Sport package€ 760
Cabin Comfort Plus€ 265
Metallic paint € 450
Heated mirrors € 150
Alloy Wheels € 350
GPS navigator €150
GPS alarm € 320
Air conditioning € 90
Audio system € 75
Heating seats € 165 Navigation Pack
€ 375
€500€400
MBC - Car options - So what?
Driver comfort%
Price€450
Price Sensitivity SimulationDriver comfort
Comfort Seat
Parking sensors
Rain sensor
€ 500
€ 90
€ 195
€ 265
18.5%
7.2%
11.3%
9.9%
MBC: where else?
#SKIMspiration
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contact us or follow us online!
Carlo Borghi | Project [email protected]+44 203 586 7241
Sander Noorman | Director Telecom, Services & [email protected]+31 10 282 3535
![[GERMAN] Research & Results 2013: Menu-Based Conjoint and the Curse of the Curly Fries](https://static.fdocuments.us/doc/165x107/546c505eb4af9f612c8b4f73/german-research-results-2013-menu-based-conjoint-and-the-curse-of-the-curly-fries.jpg)
