Ventana Product Models

Ventana® Product Models focus on the customer response to new or existing product or service offerings. They segment the ways customers choose among competing options, and the customer behavior and use patterns that shape demand over time. They are used to make design, price, packaging, marketing and advertising decisions, as well as to understand likely future performance and its causes.

Examples
> Pharmaceuticals
> Computer peripherals

Computer peripherals
For a worldwide supplier of computer peripherals, Ventana predicted the effects of alternative price-package options. Starting with a detailed understanding of dozens of ways consumers use the products, the model was used to find the optimal product design and pricing, to meet market share and profitability targets.