Extending reach through geographic or category expansion
Moving into new territories and categories is a radical strategy that can create major potential for incremental business growth. To succeed, it requires a precise understanding of market dynamics, consumer behaviour and the competitive landscape of the specific markets that you target. This is precisely what the TNS global network delivers.
With experts in all key markets and research solutions that have been proven globally, we are perfectly equipped to provide our clients with the in-depth local and sector insight that they need to unlock new avenues for growth in markets worldwide.
Find out how we have helped our clients:
- Irresistible positioning leads to impressive growth in new market
Our client, a global leader in personal care, wanted to drive growth by entering a new market in Asia, with their global deodorant brand. Precise direction was needed on how to position the brand for success.
NeedScope provided a focused framework to understand consumer needs, evaluate the positioning of existing brands, inform brand development and outline the market opportunity. Specifically, NeedScope identified the emotive needs driving brand choice and how to satisfy needs through product and brand image to create an irresistible brand.
This provided a precise understanding of the deodorant market, a clear target audience and a clear path to growth. Existing brands in the market met a wide range of needs, but there were untapped needs in one NeedScope segment – vitality. By meeting these well a new brand could become the irresistible choice.
In the target segment, the underlying needs were more assertive expressions of individuality, articulated in terms of energy and activity. Deodorant needed to make the people in the target segment feel alive, giving a feel of refreshment. Not surprisingly, the type of person who exemplified this need had an energetic, lively and active personality. We advised the creation of a new deodorant range using the vitality concept with precise direction on product formulation, packaging and a positioning for a range of variants designed to be truly irresistible.
Precise plans for growth
The range was launched with packaging and communication targeting the vitality segment. It reached a 17 percent share and third position in the market after three months, most of it from the market leader. Impressive growth for the client through irresistibility.
For more information please contact Rosie Hawkins.
- Find the best entry strategy for a new market
Our client, a major network operator in Europe, had plans to expand into new markets. To prioritise investments and optimise success, research was required to evaluate which markets would be most receptive to a new entrant.
ConversionModel was used to measure and understand consumer commitment to brands across a range of countries and provide a detailed analysis of consumer needs and the positioning of incumbent brands. It explored levels of satisfaction with existing suppliers and openness and willingness to try new suppliers. The results identified markets with the largest number of people open to changing their current provider, which was essential to identify the optimal growth and entry strategies.
Precise plans for growth
The client successfully launched a new operator brand in the two most promising markets achieving over ten percent penetration within the first 18 months.
For more information please contact Lesley van der Walt.