Growing the ‘wound healing’ segment in Austria

The Business Issue

Our client needed to identify new market segments for the existing range of wound healing products and examine the market potential of range extensions.

The Background

Although the existing brand had a very strong market position, its potential was not fully exploited. For instance, many minor wounds like scratches and burns are often not treated at all, so there is an opportunity for increased frequency. Moreover, the range of wound healing products is also well suited for long-term treatment of health problems such as dry, flaky, inflamed skin, and dry eyes. In order to cope with the special requirements of these problems, there is an opportunity for increased usage on an occasion basis.

The Solution

RI employed a 3-step approach:

• Step 1 - In-depth market analysis: We analyzed the market structure of wound healing products in terms of market size, the incidence of health problems, treatment, brand awareness, and usage. In order to cover the "baby" segment, suitable boost samples were incorporated as well.
• Step 2 - Segmentation: We segmented the market based on a number of aspects and sized the opportunity.
• Step 3 - Assessment and Recommendations:RI analyzed the research in terms of incidence of related health problems, treatment propensity, and acceptance of new product ideas and provided the client with actionable recommendations.

The Business Value

Based on the results of the research, the client was able to better understand their existing market and the opportunities available. To increase relevance of the product range and usage occasions, they implemented new communication strategies to target the identified segments and launched new range extensions.