Overview & Method Framework
TURF (Total Unduplicated Reach and Frequency) evaluates thousands of possible portfolio combinations to determine which combination of items reaches the highest percentage of unduplicated target customers. It ensures every SKU or claim in your portfolio contributes new, incremental buyers.
TURF Unduplicated Reach Waterfall
Cumulative market reach across flavor portfolio additions:
1 SKU: Vanilla Bean (Base)
46% Total Reach
2 SKUs: + Dark Chocolate Truffle
71% (+25% Incremental)
3 SKUs: + Salted Caramel
86% (+15% Incremental)
4 SKUs: + Strawberry Shortcake
94% (+8% Incremental)
Key Capabilities & Benefits
- Maximizes total: Maximizes total market reach while eliminating redundant offerings
- Ranks every: Ranks every potential portfolio combination by incremental reach %
- Provides clear: Provides clear data-driven justification for packaging and shelf-space decisions
- Identifies the: Identifies the point of diminishing returns when adding further items
When to Use This Method
- Food & beverage flavor line expansion (e.g. ice cream, snacks, beverages)
- Selecting the best combination of marketing claims for an ad campaign
- Designing restaurant and QSR combo menu offerings
- Benefits and rewards package selection for credit card loyalty programs
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