No room on the shelf? New research technique to change the way CPG companies make product range optimisation decisions

‘SURF’ from MMR Research Worldwide can identify the likely impact on sales of range rationalisation and extensions and help brands survive increasing retailer pressure to reduce SKUsMMR Research Worldwide has developed a new range optimisation tool that helps consumer packaged goods (CPG) brands decide on their optimum product ranges in terms of both size and structure. ‘SURF’, standing for Steal and Unduplicated Reach and Frequency, measures ‘power to displace’ and sources of steal and calculates the predicted impact on sales of any change in the product line-up. This makes it an ideal