TURF analysis
How do you serve as many consumers as possible in different situations with different needs?
When a product has several variants, it is useful to know how these variants serve different consumers. Suppose that two variants serve the exact same group in the same situations and with the same needs, then it is advisable to scrap the portfolio and look for opportunities where the market can be enlarged.
With a TURF analysis you find out with which combination of claims the largest possible reach can be achieved. That is: an attractive claim in your communication for as many consumers as possible. We often see that this is not a combination of claims that are most attractive to the entire target group. Precisely by including a different claim, in many cases a subgroup can be reached that you would otherwise not have addressed. In the example below, for example, the largest group is reached by combining claim 1, claim 3 and claim 8.
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