Objectives of Post-launch Testing
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Each product has its own lifecycle, but with marketing activities, automakers are able to increase the height of the growth curve or postpone the decline stage.
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The post-launch test aims to adjust the product positioning before moving from the introductory stage to the growth stage through sufficient understanding of the current market and identifying positioning problems, as well as exert a positive influence on the curve during the growth stage to increase the sales volume, increase market share and extend the lifecycle of the product.
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Content of Post-launch Testing
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Sinotrust has a systemic Post-launch Test that includes the following three modules which progress step by step:
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Stage I: Positioning test.
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Analyze differences between an automaker's preset market positioning and actual market response, and test the accuracy of the market positioning. A positioning test is conducted either in terms of customer or product. Positioning tests of customers identify whether early buyers match with the automakers' target customer profile; positioning tests of products identify whether the driving force for purchasing is due to the core competencies of the product, as well as identify whether there are any differences between actual and intended driving forces for purchasing?
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Stage II: Positioning modification.
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Adjust and modify the market positioning of new models according to research findings from Step I.
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Stage III: Recommendations for improvements.
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Put forward marketing recommendations based on comprehensive analysis of findings from the previous two stages.
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Methodologies of Post-launch Testing
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The Post-launch test usually combines qualitative and quantitative methods. The qualitative research is used to explore issues, put forward a hypothesis, and test the hypothesis during the quantitative stage. Quantitative research is used to test the hypothesis during the qualitative stage, and draw final conclusions.
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Sinotrust Strengths
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1．Having been engaged in marketing research in the automotive industry for over 10 years, Sinotrust has systematically obtained comprehensive viewpoints of market of automotives of various classes.
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2．Has completed post-launch test projects of vehicles of various classes and types.
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3．Regularly updated lists of vehicle owners distributed throughout China's major cities ensure quick and convenient recruitment of interviewees.
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