“Category OptimizerTM: A Dynamic Assortment, New Product Introduction, Mix Optimization and Demand Planning System” by Ashish Sinha, University of New South Wales and Sharat Mathur, Symphony IRI Group
Category Optimizer™ is an advanced analytics tool that is used by retailers and manufacturers alike to make assortment, price-optimization and demand-planning decisions. It uses readily available scanner store data to estimate a market share model, and subsequently, uses these results to inform strategic and tactical decision making. The authors describe an application at Beringer California Collection (BCC) that helped guide the pricing, selection of and order of entry of products to introduce, the channels to use and the timing of introduction the products that lead to a profit increase of 70% for BCC with no loss of market share for the firm.
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