Understand the nature and positioning of the product in the market. As was the case with Allright (which was a unique product), comparing prices with Believe would have done more harm than help. Product • Whenever R&D gives you an opportunity to introduce a line extension or launch a product, proper analysis needs to be done. • Understanding consumer needs, symptoms, purchasing process, decision criteria, market segments and competitive performance is key to making decisions about launching a new product. As discussed in the Phase 2 analysis, realizing the erosion of Allround's market share in the Young Singles and Families market segments aided in the decision-making process of launching Allround+. • Conjoint analysis is essential before deciding which product to launch. Again the cross section (filter) must be chosen correctly to get the right numbers. You need to use utility value after taking both price and product factors into consideration. Promotion • The promotion report, although available for free, helped in the decision on how much to spend on the coupon, although Allstar did not use it