Issue

A pharmaceutical company needed to know if the positioning and marketing strategy used to launch a new brand was effectively driving choice in the men's health marketplace. The goal was to launch a brand equity tracking study to provide a competitive overview of the marketplace, provide strategic insight on what drives choice and measure the equity of the client's brand.

Process

We fielded a biannual study for three years using an internet-based survey. A total of 300 physicians completed the survey during each wave of the study.

Result

Market Strategies' research indicated that the market was neither asking for a new solution nor seeing the need for the unique selling points of the client's brand. However, after several waves of the study, Market Strategies discovered that the client's consistent marketing efforts were shaping the entire category and increasing the importance of its selling proposition. In addition, the brand research methodology revealed important marketing insights on the competition that guided future brand strategy.

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