Consumer market demand strategy

Market Entry for OTC Product

A leading global brand owner of OTC products was looking to determine if there was a viable market for their products in China. The company wanted to verify the size of the potential market and develop a business case, including financial models to determine if entering China could generate a reasonable return on investment.

Conducted extensive primary quantitative and qualitative research
Defined the size and characteristics of demand across a line of product categories
Developed profiles of the main competitors
Conducted assessment of the supply chain to determine the viability of outsourcing production to China
Qualified suppliers of to ensure viability of strategy
Identified and pre-screened candidates
Tested product for market acceptance

Key Results

Developed business case and rationale for a product launch for several product categories

Identified white space and core value proposition for target segemnts

Isolated regional variations in taste profiles and market acceptance