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| Unlocking market potential |
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Entering a new market Our client has developed a range of products for the military that have been very successful, yet the consumer market, their strategic target, has always been elusive. Dolbow & Company was hired to:
- Evaluate the usability of their products for the Consumer market
- Identify the strengths and weaknesses of their marketing communications,
- Define and quantify the target market,
- Develop a strategy to successfully move this company into the Consumer Markets.
Product Usability
Our product analysis identified several usability problems that were not obvious in the direct military sales model, but would be disastrous in the high volume consumer market. In addition, we identified a range of potential applications and alliance partners which could accelerate their commercial market penetration.
Marketing Communications Assessment
Our marketing communications analysis found a wide range of marketing communications that were customized to each client’s needs and evidence of effective PR. However we found several problems including:
· Confusing identity and brand promise statements
· Inconsistent graphic treatment
· Poorly written copy
As a deliverable from this work, we develop a more powerful brand promise and slogan that spanned all product lines and a series of guidelines for marketing communications development.
Market Definition
Our market definition required assembly of data from disparate sources of available research and analysis of the data to quantify the:
· Market participants
· Market annual purchase volume
· Significant market segments that make up, this market
· Channels that drive demand and supply
From this research we concluded that our client’s previous consumer marketing had been aimed at a small, less affluent audience that matched the stereotypical client in this market, but that success depended upon successful targeting five separate audiences that have very different buying motivations.
Marketing Strategy
We presented the client an ROI analysis of three possible approaches to enter the Consumer market. Each approach varied by the level of investment the client was willing to commit to the effort and provided a roadmap to move forward. After discovering that a full consumer launch could generate over $700 million in three years with only a 10% market penetration, our client decided to seek funding for this approach.