Healthcare

Menu --- Mapping Key Pockets of Consumer Opportunity and Flavors to Introduce

Background

The client, a leading pharmaceutical and health products company, wanted to look for market opportunities in China’s dietary supplement market, and gain a better understanding of the consumption behavior in China’s dietary supplement market, the future growth potential of each of the product types as well as distribution channels, and to identify the most promising segmentation in the market


Solutions

•    Mapped the market architecture for dietary supplements

–Modeling of addressable market, with size breakdowns by city tier and age group
–Evaluation of consumer stocks and flows 

•    Explored dietary supplement market dynamics

–Mapping of product category value contributions
–Mapping of penetration and growth
–Identification of purchase interaction between categories

•    Identified key levers through which the brand could affect sales

–Breakdown of product categories by need-state
–Mapping of consumer segment decision drivers
–Prioritization of opportunities

•    Modeled the sales potential for varying brand initiatives over the next 5 years

–Projections of incremental sales targets  


Methodology

•    In-depth interviews with 80 various influencers, channels and consumers across 4 key markets (Shanghai, Beijing, Guangzhou, and Chengdu)

•    Management and analysis of a 2,500 respondent quant study 

•    Consumer focus groups across segments based on age, gender and usage history of dietary supplements


Selected Findings



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