Test markets

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A test market is a marketing action that consists in testing a new offer on a few points of sale or on a limited geographical area, over a defined period. It has 3 fundamental differences from the tests:
– The results obtained allow us to know the reactions and behaviors of the public with regard to the tested offer. The brand or company can then implement an effective marketing strategy to launch the offer on a larger scale. It can also forecast sales in a wider market,
– the tests carried out concern the entire marketing strategy: product, price, communication and advertising, packaging
– the control market tries to reproduce as well as possible the real conditions of implementation of the marketing strategy if it is adopted.
Generally speaking, there are 3 main types of test markets:
– traditional test markets,
– the sample mini-market,
simulated control markets.