Bonsai minimises the risks for new products. We don't test "like" in real life, but in real life. For 15 years in our test market in Bremen. Today from pharmacies to drugstores and DIY stores all over Europe. We use our experience to accompany innovations made in Germany and foreign newcomers as they enter the German market.
The test market is something like the dream come true of market researchers and marketing experts: Before the launch, a new product is tested in real life in a limited region - by real people who perceive real advertising and shop normally in normal shops.
They don't even know that a new product is being tested on the shelf of their supermarket.
on television, radio or digital, in newspapers, magazines and even via outdoor advertising. In this way, even advertising effects can be shown that are not verifiable in national figures due to low reach.
and can - not least due to our experience and the benchmarks - make valid forecasts for the launch. We even determine the ideal media mix for the national roll-out of the product in advance.
The initial spark for the founding of Bonsai in 2004 was the opportunity to set up a test market in Bremen where television and radio advertising could be broadcast in a controlled manner. Thanks to digitalisation, Bonsai Research can now set up test markets practically anywhere in Germany and in Europe - and we do. However, the targeted placement of advertising on classic television makes the Bremen test market unique to this day.
The claim of Bonsai is: "You can't simulate real life!": And that's exactly what you don't have to do in the test market. Because here the research takes place directly in real life.
The variety of possibilities of the Bonsai test market is reflected in the Bonsai Launch Pad - a 6-stage model for new launches and product optimisations that is unique in this form: With this model, we test the performance of a product in several steps, before and during the launch or relaunch. We analyse the feedback from retailers and consumers and enable optimisations at each stage that significantly increase a product's chances of success. The modules can also be booked individually. The overall package is suitable for different companies, their market entry strategies and product improvements:
for international companies that are already established with their products in other countries and now want to repeat their success in the German market.
Example: Roshen, one of the largest confectionery manufacturers in Eastern Europe
who perhaps already sell their product innovation in the region or in their own online shop and now want to take off nationwide in the trade.
Example: GutesEis, an ice cream factory starts trading
for brand owners who want to introduce new products and optimise established products. With the greatest possible success and the lowest possible risk.
Example: RAWBITE, the fruit and nut bar from Bahlsen, is testing whether a new claim would be more sales-promoting.
Module 1: Evaluation of the product by the trade (store manager)
Module 2: Survey of consumer feedback in the Foodpionier community
Module 3: Listing in the online supermarket myEnso (first endurance test in the full range)
Module 4: Test in the go2market supermarket
Module 5: Real Bonsai test market: entry into stationary trade (Edeka and REWE)
Module 6: Regional listing and national distribution support
Would you like to know more?
Stefan Feldmeier
stefan.feldmeier@bonsai-research.com
+49 421 46022-31
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Yesterday, the fruit and nut bar RAWBITE launched its first trial with Bonsai Research in Cologne's go2market, a test supermarket for product launches, relaunches and optimisations. RAWBITE is the first client to use the new go2market module of the Bonsai Launch Pad - our toolbox for exploring the opportunities of new launches and potential changes to established products. How does this work and what do we do for RAWBITE?
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For the first time in its 95-year history, the International Green Week took place as a purely digital event in Berlin on 21 and 22 January. More than 20,000 users took advantage of the IGW platform. Jens Krüger spoke at the event "Reinventing Food Business" about how large retail companies have to change in order to establish real customer proximity.
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