TURF is used to identify the potential performance of a combination of products, features, or marketing actions. TURF analysis will identify which portfolio of items appeals to the greatest number of consumers.
Benefits of quantilope's TURF:
Burger patties have the greatest single reach, reaching 65% of the consumers, followed by ground beef (42%) and breakfast sausage (29%).
To reach 90% of consumers, the manufacturer should produce burger patties, breakfast sausages, chicken tenders, and bbq ribs. These four product types have the greatest combined reach.
To avoid cannibalization effects, those products which are further apart on the substitution map should be combined. Beef crumbles and bbq ribs are further apart on the substitution map and are therefore not considered as substitutes, as they do not reach the same consumers.