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Market Opportunities and Innovation image

市场机遇与创新

品牌正面临着压力,需要在竞争日益激烈的市场环境中保持实效性。市场营销者应知道何时、何地以及如何提供能够为消费者和品牌创造附加价值的魅力体验,这一点显得至关重要。

发掘市场创新机会意味着能在竞争性趋势及市场影响力和不断变化的消费者需求之间获得准确的平衡。成功的品牌应掌握如何使新产品或服务与消费者的生活紧密联系。 

GfK设计研发的新情感体验,通过预期潜在需求使品牌保持新颖度和实效性。从发展规划到产品发布预测,我们在您的创新之旅中为您提供指导。核心的交付成果包括引人注目的新体验项目体系,这经过所有相关市场标准的验证;以及一项可行性启动计划,说明何时如何赢得胜利。

案例分享
  • Assessing fresh pasta concepts for the US market

    Assessing fresh pasta concepts for the US market

    05.09.2017

    We helped a multinational FMCG company optimize two new product ideas for an existing pasta brand.

    Situation

    Our client was considering adding two extensions to an existing line of fresh pasta products in the US market. It wanted to understand the key consumer drivers and barriers around these potential concepts in order to define and shape the future brand portfolio. The company asked us to assess consumer reaction to the concepts and offer guidance to optimize the offerings.

    Approach

    We used our early-stage screening and testing methodology to determine which concept had the most emotional resonance for consumers. We introduced the new concepts and a control concept to customers and asked them to tell us what they thought about the ideas in natural conversational speech. We analyzed their voice recordings to appraise their emotional response (how they spoke about concepts) as well as what they said. To provide a link to historical product performance, we paired this research with traditional key performance indicators such as purchase intent, price value, uniqueness and solving a problem for consumers. We tested each concept with around 300 respondents – males and females aged 18 to 64 who were principal grocery shoppers in their households and aware of fresh pasta brands. Because of the similarity of the product ideas, we tested only one with each respondent.

    Outcome

    Our study found that while both product line extensions were promising, one stood out as a compelling offering with a higher level of consumer engagement. We recommended the food and beverage company move ahead with that offering first. From our analysis of customers’ open-ended commentary, we suggested ways our client could enhance advertising communication, tweak product formulations and refine package information. The company is currently developing the concept into a commercial product. We also suggested ways the client could improve variety, pricing and size for the second concept to enhance its appeal.

    Click here to download our success story (long version)

  • Commercial assessment of a new immunotherapy

    Commercial assessment of a new immunotherapy

    21.09.2016

    We conducted secondary research to explore the current sepsis market and the current and future competitive landscape.

    Situation

    As part of due diligence on a potential in-licensing target, we were asked to provide an independent expert view on the commercial potential for an innovative treatment for severe sepsis.

    This required us to:

    • assess the size of the targeted severe sepsis population, diagnosis and treatment rate
    • understand the current treatment patterns, unmet needs and expectations and opportunities for new treatments
    • review the current and future competitive landscape
    • test potential target product profiles
    • develop potential pricing, access and uptake scenarios for the different target product profiles(TPPs)
    • establish revenue potential based on the different scenarios
    • highlight the critical success factors and risks

    The geographic scope included France, Germany, Italy, Spain, the UK, the US and Japan.

    Approach

    We conducted secondary research to explore the current sepsis market and the current and future competitive landscape. We then undertook primary research with payers and key opinion leaders to address any gaps in our research, to test potential TPPs and to gain external validation on potential pricing, access and uptake scenarios.

    Outcome

    We delivered our top-line findings on the critical areas for commercial success in an executive presentation. In addition, we supplied a detailed report of the research findings, including feedback about the actions the client should take to maximize the commercial potential of the asset.

    Click here to download our success story

    Timothy A J Fitzgerald
  • Driving informed investment decisions for a new treatment

    Driving informed investment decisions for a new treatment

    21.09.2016

    We collected extensive information on disease prevalence, diagnosis and treatment guidelines and the pricing and reimbursement landscape through desk research in the EU5

    Situation

    Before taking an in-licensing decision for a new drug targeting primary biliary cirrhosis and non-alcoholic steatohepatitis, our client wanted to assess the commercial opportunity for the treatment. This required us to:

    • assess the size of the target population, the competitive landscape and the target product profile
    • evaluate the willingness to pay for new treatments, potential price opportunity, diagnosis and treatment rates, target treatment population size and likely market share
    • obtain actionable recommendations and a revenue forecast model to inform its decision

    Approach

    We collected extensive information on disease prevalence, diagnosis and treatment guidelines and the pricing and reimbursement landscape through desk research in the EU5 (France, Germany, Italy, Spain and the UK) and the USA.

    Then, we used this information to develop primary research materials, including prereading material and a discussion guide and subsequently interviewed key opinion leaders, physicians and payers in the scope markets.

    Finally, we built a forecast model based on realistic assumptions of market performance.

    Outcome

    Our final forecast model and report covered multiple scenarios for the drug we assessed.
    This enabled our client to make an informed investment decision.

    Click here to download our success story

    Timothy A J Fitzgerald
  • Simulating the future market for inflammatory disease biosimilars

    Simulating the future market for inflammatory disease biosimilars

    21.09.2016

    Our client wanted to help affiliates in eight countries to better understand the threats and opportunities this evolving competitive landscape will bring in the years ahead.

    Situation

    Two opposing forces are shaping drug prices in the inflammatory disease market: the downwards pressure from biosimilars and upwards pricing aspirations of bio-betters. Our client wanted to help affiliates in eight countries to better understand the threats and opportunities this evolving competitive landscape will bring in the years ahead.

    Approach

    We designed, planned and facilitated a series of country-specific, interactive war games to simulate the evolution of the inflammatory disease market landscape over several cycles.

    These sessions helped to increase awareness and deliver insights to the pharma company’s affiliates in the UK, Germany, Italy, Spain, Netherlands, Sweden, Norway and Denmark. We also identified strategies and tactics, including risk mitigation, to maximize commercial success in the target markets.

    Outcome

    We delivered country-specific reports to our client’s affiliate teams to help them understand how pricing and market dynamics are likely to evolve in the years ahead. In addition, we synthesized the lessons from each war game into a Europe-wide learning package.

    Our client now has a consolidated set of learnings that are helping them validate the opportunities for, and threats to, their European strategy.

    Click here to download our success story

    Timothy A J Fitzgerald
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Laena Liu, 刘洋
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