Kirin Case: Marketing
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Using the conjoint analysis outputs try to identify a product you think will perform relatively better in this scenario. Discuss the product designs considered and outline the process you followed to identify your chosen product. Discuss whether this product should be marketed as a new brand or a brand extension.
§ You do not need to use MeXL: You already have the output in the files.
§ Please make use of references in your writing – they may be from academic sources, other media sources such as newspapers. You may also cite practical sources, such as an advertisement, or some CEO’s speech. In other words, you can cite/refer to almost anything as long as it is somehow relevant. Spice up your writing! Differentiate your product!
§ You do not need to use all analysis output provided, e.g., multiple versions of the segmentation analysis is provided. Whenever you make such decisions, though, please provide insight into your thought processes (e.g., I chose this because… à just like in the consulting company interviews).
// I don’t know if we need to use references in this question (it’s part of the whole assignment) – if appropriate, we can use.
There are 2 Conjoint Analysis types, “share of preference rule selected” and “First Choice Rule Selected”. I don’t know which one we need to use, so this should be in the discussion. I have attached the conjoint analysis outputs, and information about conjoint analysis from our tutorial. The “.” Files are the same just for MacBook.
§ Folder ‘Kirin Conjoint Analysis’ contents:
Subfolder: ‘Share of Preference Rule Selected’: This subfolder contains Conjoint analysis output with Share of preference Rule Selected. Contents of the subfolder are as follows:
o ‘Conjoint_Existing_products and Kirin_New.xlsx’: This file contains the output of MEXL conjoint analysis on Kirin’s new product as proposed by management (Kirin New). Please note that existing products (Kirin’s competition) are also included in the analysis. Finally, Kirin’s current product is also included (added) in the existing products table.
o ‘Conjoint_Existing_products and Optimal_products.xlsx’: This file contains the output of MEXL optimal product analysis. MEXL essentially proposes a number of optimal products that may be better performers than ‘Kirin New’. Please note that existing products (Kirin’s competition) are also included in the analysis. Kirin’s current product is also included (added) in the existing products table. Not all optimal products are compatible with Kirin’s strategy. The optimal products are to be modified and then analysed individually (after modification). Optimal products need to be slightly modified because Japan needs to remain the country of origin (an important part of the heritage aspect of Kirin). Once the products are modified they can be analysed individually in a similar fashion to the ‘Kirin New’ product. You need to consider which of the modified products is best to take forward and why.
