Capitalizing™ : Optimising strategic and tactical choices in the context of a major product launch".

Philippe Jourdan (1) , Damien de Ponthaud (1) , Valérie Jourdan (1)

1 CERAG - Centre d'études et de recherches appliquées à la gestion

This article details a practical example of CapitalizingTM, a research tool with an innovative method that allows estimating the brand's contribution to the market share and to the price of a product (or service). This application has been implemented for Gillette on the occasion of M3Power's product launch (a razor with a battery-powered shaving system).
First of all, the conceptual environment of Capitalizing will be reminded. Then, the objectives assigned to Gillette case study will be presented with the questioning method and the final results. We will conclude with the method's strengths and its contribution to the brand equity management

Mots clés: Capital marque; analyse conjointe; part de marché; prix de vente; lancement de produit; effet d'heuristique; effet de halo; effet d'inférence

Domaines: Gestion et management

Philippe Jourdan, Damien de Ponthaud, Valérie Jourdan. Capitalizing™ : Optimising strategic and tactical choices in the context of a major product launch".. Biennale internationale de l'éducation et de la formation, Lyon, avril 2006, Sep 2006, pp.CD ROM. ⟨halshs-00101628⟩