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

Pharmaceuticals
For a major pharmaceuticals company, Ventana created a model to predict market response to a new offering prior to launch, accurately revising expectations upward by a factor of three. The client also used the model to test pricing and promotional options prior to executing them. In other pharmaceutical product applications, Ventana has modeled the effects of both changing epidemiology and incoming competition on future sales and market share.