TURF - Range Optimisation

A premium confectionery brand known for its high-quality, luxury chocolates.

The client was looking to optimise their range of products to appeal to the largest number of consumers. This includes understanding the contribution that combinations of different pack formats and different flavours have on the purchasing decision.

A large TURF study incorporating 49 SKUs was conducted, allowing us to determine the optimum combination of products for maximum reach at any size product range. The findings were delivered via a verbal presentation and an interactive dashboard, which enabled further range scenario analysis. 

​Using the findings from this study, our client reduced the size of their range, as the results showed that some of the SKUs that were currently included were not increasing the reach of the range. They also developed different ranges to be used at different supermarkets to achieve optimal reach for each. These results were received very positively by the client, leading them to commission a series of follow-up projects with us.