PortfolioWorx

Test the impact of product and portfolio decisions and optimize your product portfolio.

Analyx PortfolioWorx enables marketing decision makers to simulate the effects of changes in the product portfolio on market share using cutting-edge predictive analytics.

  • Sensitivity analysis: the impact of the individual drivers behind the success on the market becomes transparent
  • Simulation of alternative scenarios for new product launches and positioning
  • Insights into the positioning of the new product in the competitive landscape
  • Demonstration of the effect of portfolio adjustments like price changes, suspension of sales or a postponed launch
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  • Get going right away with existing data

    Data already available in practically every company, above all sales statistics, price and primary research data, provide a sufficient starting point for PortfolioWorx. We’re experienced in big data.

  • Simulate product innovations

    Specify your product and in just a few steps find out how successful it is expected to be in your competitive market environment.
    The software tool gives you on-going access to simulation and scenario analysis capabilities.

  • Locate the new product

    Evaluating the input data enables you to understand where your new product will be positioned within the competitive landscape and which cannibalization effects it will generate in your existing portfolio.

  • Save on your primary research budget

    Simulate the success on the market with different positioning scenarios. Design predictions based on state-of-the-art machine learning can supplement or even replace product clinics.

5 steps to success

You’ve got historical primary research and sales data of your products and, ideally, of those of your competitors.

We standardize and link the data.

You explore changes to your product portfolio and perform portfolio simulations.

You get to see the effects on market share, cannibalization and the extent to which the market is conquered.

You optimize your product portfolio!

You’ve got historical primary research and sales data of your products and, ideally, of those of your competitors.

1

We standardize and link the data.

2

You explore changes to your product portfolio and perform portfolio simulations.

3

You get to see the effects on market share, cannibalization and the extent to which the market is conquered.

4

You optimize your product portfolio!

5

Case Studies

We bring modern marketing analytics to the decision maker’s desktop. More than ten years’ project experience has been brought together and concentrated in tools tailored to five key marketing issues. Find out how our clients overcame their challenges with the help of Analyx.

Reduction of internal substitution by means of new vehicle simulation

Case study: Automotive

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Client

A leading European car manufacturer

Initial situation

Current market trends and competitor activities called for a new vehicle concept not yet available in the brand portfolio

Objective

To achieve lasting participation in demand trends and increase turnover with the least possible internal substitution of the new product on various markets

Insights

Key characteristics of a new vehicle concept not yet on the marketwere analysed objectively and systematically, for instance price point and exterior design. Using the Analyx Design Evaluator the anticipated customer perception of the planned exterior design of the vehicle concept was predicted on the basis of rendered images and photos. By systematically exploring the characteristic dimensions of the new vehicle concept, a potentially more lucrative positioning could be derived.

Impact

25% reduction in internal substitution and 15% increase in anticipated market share compared with the original positioning

Increase in sales and reversal of a downward trend due to optimally tuning product features

Case study: FMCG

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Client

One of the largest German dairy companies

Initial situation

Market share in the product category in question had significantly declined over the course of the previous years

Objective

To increase sales in the product category by tuning of the characteristics of the product

Insights

Combined adjustment of several characteristics of individual products in the product portfolio was necessary in order to increase the anticipated sales

Impact

Distinct increase in sales with reversal of the trend in relation to the previous years

Contact

Our specialists have been supporting clients across a range of industries for many years now and have extensive experience in strategy development, marketing optimization and consulting. Would you like to find out more about Analyx and its products? Feel free to contact us!

Thomas Mawick

Thomas Mawick
Senior Expert Automotive

Thomas Mawick has been dealing with automotive-related topics throughout his career. In his most recent role prior to joining Analyx as Director Global Forecasting at Polk he was responsible for developing and implementing the global forecasting strategy. In the Analyx team his role is that of Senior Expert Automotive.

Markus Hoyer

Markus Hoyer
Senior Project Manager

Markus Hoyer looks back on many years’ experience in market research, strategy development and customer analysis. Having previously served at Procter & Gamble, McKinsey and most recently forsa, he now supports our clients in overcoming business challenges with the help of predictive analytics.