Case Study - SKOPOS Shelf Test für Melitta

Case Study – Shelf Test for Melitta

melitta

How we are helping Melitta to conquer the coffee filter market with the SKOPOS SHELF!

The challenge

Aligning brand and customer needs

Melitta is one of the leading manufacturers of coffee filters in Germany – and has been for over 100 years.

In order to keep the brand at the cutting edge, the products must be adapted and their interaction with changing customer needs and market changes examined.

Market coverage and brand management must be researched and then optimized in order to remain at the forefront of the market.

The goal

Product range optimization & increased efficiency

The aim of the study was to identify a future product portfolio that would better serve the existing market in terms of cost-benefit aspects, either by adding new filter bag variants or by reducing redundant product variants.

In addition to analyzing consumer needs, the focus was also on economic considerations – in particular whether the effort and costs for production and distribution of the products are in a good relationship with sales and the resulting income.

The solution

Quantitative online survey with SKOPOS SHELF & TURF analysis

Filte_Papers_SHELF

  • Monadic approach:
    Formation of structurally identical sub-samples with regard to socio-demographics and purchasing behavior, for the respective evaluation of one of the potential product range scenarios developed by Melitta

  • Survey of current purchasing and usage habits

  • Visual testing of the potential product range scenarios developed by Melitta in the competitive environment via SKOPOS SHELF: Shopping task ‘typical purchase of filter papers’ with selection of relevant products and corresponding quantities

  • TURF analysis to identify the best combination in free combinatorics or without specifying fixed assortment scenarios

TURF Melitta Case

Used tools

Skopos_Shelf_Logo

Course of study

Melitta_course_of_study

KEY FACTS

What we have achieved

  • Exclusion of reciprocal influence by the different product range scenarios through monadic design and careful selection of the sub-samples.

  • Detailed analysis of the different customer groups to ensure that loyal Melitta customers are not neglected, but also to ensure that switchers who buy both Melitta and other brands are not jeopardized.

  • Realistic assessment of Melitta’s product range perception compared to the competition by adding the visual and intuitive SKOPOS SHELF tool.

  • Assessment of the product range performance at the respective preferred retailer for the purchase of filter papers via the modular competitive environment in SKOPOS SHELF.

  • Assessment of buyer reach and depth via SKOPOS SHELF at both product and umbrella brand level.

  • Comparison of performance between newly developed ranges and current range as a benchmark.

  • TURF analysis to identify the best combination in the free combinatorics in order to derive product range optimizations that could potentially fit better with existing market needs and have not yet been considered.

  • Comparison of different product range specifications and sizes with regard to the expected market coverage.

  • The result: none of the scenarios considered in advance were completely convincing, but a new combination performed best. This potentially new range leads to the same market coverage, but with a reduced number of variants and therefore significantly lower production and distribution costs.

What our customers say

“The consultation provided by Skopos and the joint development of the research approach were a highlight of this project.

The fast and creative implementation of possible research approaches and the inspiring discussion with the contact partners at Skopos inspired us and positively supported our confidence in the study results.”

Nicole Rottwinkel – Expert in consumer and panel research Melitta Europe GmbH & Co.KG

“The consultation provided by Skopos and the joint development of the research approach were a highlight of this project.

The fast and creative implementation of possible research approaches and the inspiring discussion with the contact partners at Skopos inspired us and positively supported our confidence in the study results.”

Nicole Rottwinkel – Expert in consumer and panel research Melitta Europe GmbH & Co.KG

“At Melitta, filter papers are practically the heart of the company. Our consumers are usually very loyal and have been buying for many years. They need to be particularly careful when it comes to changes. That’s why it was important for us to optimize the range in a consumer-centric way, not only to reduce complexity for us, but also for consumers.”

Sara Hararat-Tehrani, Head of Product Management Coffee Filtration Melitta Europe GmbH & Co.KG

“At Melitta, filter papers are practically the heart of the company. Our consumers are usually very loyal and have been buying for many years. They need to be particularly careful when it comes to changes. That’s why it was important for us to optimize the range in a consumer-centric way, not only to reduce complexity for us, but also for consumers.”

Sara Hararat-Tehrani, Head of Product Management Coffee Filtration Melitta Europe GmbH & Co.KG

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