No more sitting on the fence: Balancing the right shelf space for multinational product ranges

Wolfgang Frost of Sara Lee and Dr. Thomas Rodenhausen of MediaTransfer AG Netresearch & Consulting to present paper at the ESOMAR retail conference.

Hamburg, 30. November 2006 – The ESOMAR retail conference will be held in Valencia, 19-21 February 2007. MediaTransfer AG Netresearch & Consulting will be contributing to the conference program with a presentation on "No more sitting on the fence – The right shelf space balance for multinational product ranges". The paper will be presented in the track on winning on-shelf on Tuesday, February 20th 2007.

The presentation addresses the challenge of a multinational manufacturer to streamline a product range while fulfilling country specific needs.

For Sara Lee, a manufacturer active on 200+ national markets, this was the situation in Europe with only minimal overlap of Sara Lee's country-specific portfolios in several categories. MediaTransfer AG Netresearch & Consulting developed a novel approach to help Sara Lee to face this challenge successfully, combining tracking of shopping behaviour on a virtual shelf with conventional concept testing elements and a subsequent analytical line-optimization technique.

Results for harmonizing the portfolio while keeping cannibalization at minimum will be presented. Additionally, interactions with the competitive in-store environment and the current product range are analyzed.

Further information on the ESOMAR retail conference and online registration can be obtained from: http://www.esomar.org/index.php/r07-overview.html.


About MediaTransfer AG Netresearch & Consulting

Founded in 1996 MediaTransfer AG Netresearch & Consulting specializes in online market research. Worldwide online panels allow MediaTransfer AG Netresearch & Consulting to offer clients from many different industries such as consumer and durable goods, telecommunications, financial services and automobile international market research, one stop. We provide competent and flexible support for our customers throughout the entire marketing process. Further information can be obtained from: http://b2b.mediatransfer.de/en

For additional information please contact:

MediaTransfer AG Netresearch & Consulting
Dr. Gwen Kaufmann
Beim Strohhause 31
20097 Hamburg
Phone: +49 40 669 625 - 0 / Fax: - 299
press@mediatransfer.de