Solutions | Market Structure & Simulation


Hendry Market Structure & HendryFX Simulation: Our exclusive strategic platform for Market Share optimization.

SMS Hendry Market Structure & HendryFX Simulation solutions provide a unique analytic approach to understand how products can best compete within their categories and where new product opportunities exist -- based on what’s important to consumers during the decision process.

Hendry identifies how to:
. . . Boost your product's market share
. . . Configure your product so that it meets the needs of key market segments
. . . Optimize features for your product
. . . Price your product profitably
. . . Size your new product opportunity correctly including cannibalization
. . . Allocate marketing expenditures across portfolio to maximize profit share

SMS Hendry Market Structure and HendryFX Simulation solutions yield powerful strategic insights bringing together an understanding of consumer preferences and how marketing investments work with those preferences to drive product choice. Observed consumer behavior is at the core of a dynamic equilibrium model, reliably predicting consumer behavior across all available product attribute choices (category, segment, brand, feature etc.). In addition, we use proven simulation tools (HendryFX) to size new product opportunities, maximize marketing spending across a set of products, and defend against the impact of competition.

Hendry Market Structure has a 40 year demonstrated history of reliably describing category behavior and accurately forecasting the impact of marketing activities. In addition, market structure allows our clients to understand both white space opportunities and opportunities for existing business growth. Each structure is validated for predictability using recent launches as hold outs.

Our solutions are field-proven. We provide a unique strategic perspective and deliver a wealth of actionable insights that have been taken to market with impressive results. For example:

  • Directs strategic thinking by bringing to light an understanding the role of consumer preferences across categories, segments, products and features in driving purchase behavior
  • Yields alternate or improved product positioning and market definition for clear understanding of how to market and to whom.
  • Uncovers product and portfolio opportunities via illumination of unfulfilled consumer “need states” to reveal growth potential
  • Provides a data-driven foundation for new product, pricing, and optimal marketing spend via simulations.

Contact us today to learn more.

  • Insights
  • Identifies critical attributes in the consumer decision process.
  • Quantifies the foundation for new product, pricing and critical marketing spending.
  • Defines the competitive frame and importance of category attributes in driving market share.

  • Benefits
  • Crisper positioning and marketing communication.
  • Enhanced competitive understanding.
  • Calibration of optimal strategic spending opportunities.
  • Unique understanding of unfulfilled need states improving new product identification.
  • Simulates new product share, and critical marketing spending to deliver optimal results.
  • Assists in setting initial pricing strategies for new products.
  • Minimizes levels of cannibalization across portfolio.
  • Drives incremental growth opportunities through focused strategic initiatives.
  • Simulates optimal marketing spending across the portfolio for established businesses.