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Launching additional product versions: a zero-sum game or net growth driver for fast-moving consumer goods? - results from the case of the Twix® chocolate bar in Germany
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New product versions of known products are often a marketing strategy to stimulate consumers of a brand and respond to trends. To better understand the total impact a new product version has on an existing product portfolio this paper processes, with real-life data, the results observed in the biggest German supermarket chain. The data is analysed with a positivist approach, following a deductive structure, and uses data from mixed methods. Secondary data from a longitudinal study is extended with primary data from a cross-sectional consumer survey. Connecting the data funds the value of the paper as it is joining together actual data and perceived reality from consumers. The findings not only show that an additional product version can even positively affect the total sales of a product within the German for fast-moving consumer goods, but also allows, once the developments of each products are determined, to decide upon several marketing related measures. The focus on one brand in one market leaves potential for further investigation of other product categories within the fast-moving consumer goods industry and its behaviour when being exposed to new product versions in the long-term.
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Marketing Marketing strategy Marketing research B2c marketing Mars Twix Product portfolio Cannibalisation Incrementality Redistributed