Capabilities - BASES Restager

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Marketers routinely consider changing established brands to grow the business. Improving product formulations, communicating new benefits, or enhancing packaging can be an important part of a brand’s long-term strategy. But making good choices can be difficult, given the large investment required for many of these improvements and the potential that current brand buyers will not be interested in the changes. BASES Restager helps marketers seize opportunities for established brands and pursue the right strategies for growth.

How will the restage impact the brand’s sales? Ideally, the costs of restaging will be more than offset by an increase in sales and profitability. In addition to estimating the volume change for a restaged product, BASES Restager answers questions like these:

	How will current buyers of the brand react to the restage?
	Will the restage be effective in bringing new or lapsed buyers to the franchise?
	Which elements of the restage are driving consumer reaction and volume?
	What improvements can be made to grow volume and profit potential?

BASES has extensive experience with restages, having tested over 5,400* restage concepts globally. Through this experience, we have learned much about how consumers respond to established brands and can guide you through the complexities of this type of decision.

Methodology

	BASES Restager typically involves a test/control design, with separate cells of consumers reacting to the new “test” proposition and the current proposition.
	Given the sensitivity of strategic importance of a brand’s current buyer base, we typically design the study so current brand buyers can be analyzed separately from non-buyers. This approach provides important diagnostic understanding to inform your business decision.
	Consumer responses, information about marketing support for the brand (current and planned), and understanding of issues unique to restages are integrated into the BASES Global Model to develop a forecast for the restaged brand.
	BASES provides valuable normative perspective via comparisons to BASES Restager Database, gauging current buyer retention/attrition and new buyer attraction; in-depth diagnostics; and recommendations for improving in-market potential.

*as of August 2008