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CASE 1: ALL NATURAL FOOD BIOCIDE
Client Context
A Dutch manufacturer of diary products wanted to test possible market opportunities for a protective spray to guard against e-coli contamination of meats - based on an all-natural dairy derived compound.
Action
MSA's team organized and managed a nationwide series of consumer interviews in key cities, including an analysis of propensity to buy meat with a distinct "protected'' brand and willingness to pay a premium.
Results
The client received a detailed analysis of consumer attitudes, and a plan for a product roll out. This included recommendations on developing the brand identity of the biocide, and the types of meat products that were the top priority for consumers. Also addressed was the marketing directed toward major meat packers and supermarket chains, and how that should be structured. This is an on-going area of interest for the client.
CASE 2: PROFESSIONAL QUALITY DIGITAL CAMERA BACKS
Client context
A Danish manufacturer of high resolution digital camera backs wanted to develop an entry strategy for the US market - aimed at the professional photographer.
Action
MSA focused the research on identifying specific barriers to market entry through a series of in-depth personal interviews and structured focus groups with a wide variety of photographers and other organizations involved in professional imaging. It produced a pragmatic action plan as well as sales forecasts and support requirements.
Results
The company successfully began operations in the US and established its initial presence through targeted sales to high profile users and the development of a sales and support infrastructure in the US and Canada, as planned. The product line was expanded significantly to allow it to address more applications, and was operating at a profit before an eventual takeover by another market player.
CASE 3: COMPUTERIZED PRODUCTION OF DENTAL CROWNS
Client Context
A European company wanted to undertake a detailed survey of the US market for new CAD-CAM technologies and products for the making of dental crowns. The client’s goal was to prepare an entry strategy for this technical innovation in the American market.
Actions
MSA conducted a program of personal and telephone interviews with decision makers in a sample of dental labs of different sizes across the United States, as well as personal interviews with dentists. The interviews also allowed for an interactive dialog and in-depth probing of different ways in which the client could approach the US dental community. This work was supplemented by detailed desk research, and visits to dental trade shows for hands-on competitor analysis.
Results
The outcome was a comprehensive analysis of the market, segmented so that the client could target its marketing and sales efforts to the maximum effect. MSA provided detailed recommendations on product positioning, barriers to overcome, competition, and marketing of the new product in the US. This data was incorporated into the client’s action plan. This successful outcome subsequently produced a Phase 2 project involving a second report on attitudes toward new materials and processes used in making dentures.
HIGH QUALITY CRAFT BEERS
Client Context
A British micro-brewery, famous for its quality bottled and draft beers, wanted an evaluation of opportunities for market expansion in the US as part of a broad business growth initiative to which MSA was a major contributor.
Actions
As part of one of MSA’s most enjoyable projects our US team surveyed the trends in US "high end" imported beer consumption and especially the competitive environment in which the company would have to succeed. It also evaluated distribution options, which are a critical factor in US beer imports as there are a host of legal requirements, which have to be met.
Results
MSA produced a clear and pro-active plan for major expansion and identified key distributors who could help take the company into the US market as a significant player. It also produced an outline support plan, as well as a set of specific promotional recommendations. Major US actions were eventually postponed by the company only because of soaring success in the UK combined with unfavourable trends in the sterling/US dollar exchange rate. With the recent decline in the pound's value the project may have the potential for being resurrected. We'll drink to that!
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