A comprehensive evaluation of product and portfolio metrics is essential for making data-driven decisions that enhance product performance and ensure a company's competitive edge in the market.

Trial volume measures the number of first-time purchases, offering an early indication of market acceptance. For instance, if a new product sells 8,000 units in its first month, this number represents its trial volume—an absolute measure of market penetration. Meanwhile, the trial rate indicates the percentage of the target market making a first-time purchase, helping to assess the product's reach and appeal. If 4% of the target market buys the product within this period, it signals effective initial outreach.

Repeat volume, the quantity of repurchases, sheds light on customer loyalty and satisfaction. For example, if the product sells 12,000 units in the second month, with 70% being repeat customers, this figure reflects the repeat volume. The repeat rate, which shows the proportion of initial buyers who make another purchase, is critical for gauging long-term customer retention. A 70% repeat rate suggests that the product has successfully met customer expectations, instilling confidence in the product's long-term success.

Product introduction forecasted volume predicts future sales, aiding in planning production and marketing efforts. For example, forecasting 40,000 units sold within the first three months can guide resource allocation and ensure supply meets anticipated demand. Through these metrics, companies can fine-tune their strategies, optimize product offerings, and strengthen market competitiveness—all while ensuring alignment with broader strategic objectives.

From Chapter 12:

article

Now Playing

12.9 : Product and Portfolio Metrics I

Marketing Metrics

41 Views

article

12.1 : Introduction to Marketing Metrics

Marketing Metrics

120 Views

article

12.2 : Metrics and KPIs

Marketing Metrics

51 Views

article

12.3 : Measuring Marketing Metrics

Marketing Metrics

81 Views

article

12.4 : Market Metrics

Marketing Metrics

43 Views

article

12.5 : Heart and Mind Share Metrics

Marketing Metrics

22 Views

article

12.6 : Margins and Profits Margins I

Marketing Metrics

68 Views

article

12.7 : Customer Profitability Metrics I

Marketing Metrics

97 Views

article

12.7 : Margins and Profits Margins II

Marketing Metrics

12 Views

article

12.8 : Customer Profitability Metrics II

Marketing Metrics

28 Views

article

12.10 : Product and Portfolio Metrics II

Marketing Metrics

32 Views

article

12.11 : Price Metrics

Marketing Metrics

72 Views

article

12.12 : Digital Marketing Metrics I

Marketing Metrics

39 Views

article

12.13 : Sales Force Metrics

Marketing Metrics

16 Views

article

12.13 : Marketing Metrics and Analytics

Marketing Metrics

42 Views

See More

JoVE Logo

Privacy

Terms of Use

Policies

Research

Education

ABOUT JoVE

Copyright © 2025 MyJoVE Corporation. All rights reserved