Preparing a health brand’s entry into four new markets

The question

Four new markets were on the table for a health brand whose range and messages had been developed for parents in its home market.

Its team had to choose who to target in each market, how to position the range and which of its messages to lead with. Underneath was a simpler doubt: would enough parents there consider the product at all, and pay for it?

Our approach

One set of proposition statements, translated for each market, ran through all four, so every market met the brand the same way and could be read against the others.

Parents of young children and expectant parents took a survey in each market; in the fourth, qualitative work with mothers came first and shaped the survey in a working session with the company’s team, so the questions fitted the way parents there think about the category.

What the team came away with

For every market, the team had a sizing of the opportunity among parents and an assessment of how the brand’s messages worked with them, side by side.

The reports came in layers, from an executive summary through the main evidence across markets to detail market by market, so each reader could take the level they needed. In the fourth market, the qualitative evidence sat beside the survey, showing the context behind each number.

Because every market had met the same statements, the team could compare the markets on one footing and see where the proposition would need to change before entry, and where it could travel just as it was.