ATAR MODEL: NPD SALES FORECASTING

1
ATAR MODEL NPD SALES FORECASTING

• AWARNESS TRIAL AVAILABILITY REPEAT
• MULTIPLICATIVE MODEL BASED ON DIFFUSION OF
  INNOVATION THEORY
• USEFUL IN ALL STAGES OF NPD
• USEFUL IN SCREENING PROCESS

2
ATAR MODEL (cont.)

• AWARENESS OF TARGET MARKET AWARE OF PRODUCT
• TRIAL - OF THOSE AWARE WILLING TO TRY PRODUCT
• AVAILABILITY MEASURE OF DISTRIBUTION INTENSITY
• REPEAT PERCENT OF REPEAT BUYERS