Global Positioning: New Product Development

Goal:

To create a global positioning for a new product that could be excuted on a regional basis.

Methodology:

Multiple Phase Project:
Phase 1: Utilized a combination of in-person face-to-face interviews with Primary Care Physicians (PCPs) & Specialists.
Phase 2: Web-enabled telephone survey with target PCPs/Specialists

Phase 1 Objectives:
To identify how the new product would be perceived by target audiences.
To gain a better understanding of what Specialists & PCPs are currently doing to address the concern.
To qualitatively assess if the physicians feel there is a need for a new product and what it would replace.
To gain a better understanding of which segment of physicians would be most appropriate to target with the new product (Specialist, General practitioner)

Phase 2 Objectives:
To quantify the market potential.
To quantify the key selling points and identify key drawbacks to overcome.

Results:

Identified key positioning for specific targeted segments.
Identified market potential opportunities within each segment for company to pursue.
Recommended a specific global strategy with a regional tactical plan.


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