Ideally, line extensions should extend the brand’s franchise (Reach), increase volume of usage (Frequency) and minimize cannibalization (Duplication). TURF is a product line extension model based on media concepts of reach and frequency.
The application of these measurements in TURF provides an estimate of market potential (Reach and Frequency) which allows the marketing manager to optimize the product line offering and minimizing consumer overlap (Duplication).
TURF estimates three critical measures:
- Reach: How many consumers will purchase each line extension?
- Frequency: Volume or frequency of purchase?
- Overlap: Purchase intent duplication
Call today to learn more about how TURF can help your company maximize your undulicated reach and frequency.