It can be easy for brands to launch more products, but it is not as easy to decide how to prune a product portfolio. Consider this case study in the hospitality market, where a fast food brand wants to optimize its profitability by changing its menus. Philippe, a young product manager is determined to delist the famous Curly Fries and to introduce the cheaper Easy Fries instead. However, his colleague David has his reasons for wanting to keep them in. Jeroen and Paolo showed us how MBC helps these gentlemen find the optimal solution.

1. expect great answers
The Curse of the Curly Fries
Paolo Cordella Share your thoughts online:
Jeroen Hardon #SKIMspiration

2. David
Senior Product manager

3. ...back in the 80s…

4. ...back in the 80s…

5. ...back in the 80s…

6. ...back in the 80s…

7. ...back in the 80s…

8. ...and in the 90s…

9. ...and today…
9

10. Philip
Junior Product manager

11. Easy Fries
Healthy, Young, Awesome

12. The battle

13. David or Philip?

14. The solution
Jennifer
Market Researcher at MIKS
14

15. The question
or
15

16. The question
or
16

17. The method
MBC
Menu Based Conjoint
17

18. Make your choice
1$ 3$ 1$ 1.5$

19. Make your choice
1$ 3$ 1$ 1.5$

20. Make your choice
1$ 3$ 1$ 1.5$

21. Make your choice
1$ 3$ 1$ 1.5$ 1.5$

22. Make your choice
1$ 3$ 1$ 1.5$ 1.5$

23. Make your choice
1$ 3$ 1$ 1.5$ 1.5$

24. Make your choice
1$ 3$ 1.5$ 1.5$

25. Insight #1
# People choose Tender Grill with Curly Fries.

26. Insight #1
# If Donald King delists Curly Fries….

27. Insight #1
# …people will buy less Tender grill

28. Insight #2
# Curly Fries Lovers …

29. Insight #2
# …if Donald King delists Curly Fries

30. Insight #2
# …they don’t come anymore to Donald King

31. So what?

32. So what?
# Keep Curly Fries at higher price

33. What about me?

34. Can we still include Easy Fries?

35. Insight #3
# New segment, the “Green” families

36. Insight #3
# New segment, the “Green” families

37. Insight #4
# No cannibalization effects

38. Insight #4
# Two different segments

39. So what?
or
39

40. So what?
or
40

41. So what?
and
41

42. So what?

43. So what?

44. So what?

45. contact us or follow us online!
Paolo Cordella | Research Consultant Jeroen Hardon | Senior Research Consultant
p.cordella@skimgroup.com j.hardon@skimgroup.com
31 10 282 3568 +31 10 282 3503
Drawings by Share your thoughts online:
Nika Jazaei
#SKIMspiration
nika.jazaei@gmail.com