Launch evaluation
Background: client launched a new variant a year ago, and its sales volume is far below the expected one
Issue: describe the achievement of this variant, identify the gaps/niches of further development
Tools applied:
KPIs (extended with monthly cumulative ones), focusing on penetration building and repurchasing
Buyers migration (with socio) to see who came to this variant and from which competitors
Duplication and Gain & Loss to see what sort of brands/variants are in the repertoire of the variant buyers, which competitors it was sourcing from
