Case study: Market entry of ultra mobile ultrasound machine
Understanding the category, determining the position of the new product in comparison to competitors. Developing the most appealing business model and strategy of entering the market.
Case study
Product
New technologies, innovation
Industry
Healthcare, Medical Tools
Objective
Developing a market entry strategy
Tools and execution
Strategic workshops, expert and specialist interviews (doctors, specialists, opinion leaders – KOL’s) & device tests in facilities, creative concept research in different TG
Result
Development of strategic directions for a new solution that will minimize the risk and achieve the assumed business goals
Achieved business objectives
Developing the most attractive business model for a new product
Determining the optimal price level and defining a sales model and distribution method appropriate for the Polish market
Defining categories – strategic diagnosis
Defining the positioning of competing brands and rules of the category that create a complete picture of the battlefield for the product
Identifying key SoBs (with the greatest potential)
Describing Value Targets including brand insights, drivers and barriers of Brand Proposition
Developing a CDJ model with key triggers, barriers and touchpoints
