Planning a health brand’s entry into four new markets

The question

A health brand for parents was weighing entry into four new markets.

Its team needed to know who to target in each, how to position the range, and how parents would receive the brand’s current messages.

The uncertainty underneath was simple: would enough parents consider the product at all, and would messages written for the home market travel?

Our approach

We researched the markets in two ways, each suited to what the team needed to know there.

In three markets, we sized the opportunity and tested the brand’s messages with current and expectant parents, who saw the range as a concept in their own language.

In the fourth, qualitative research with mothers explored how the proposition would need to adapt.

A common set of proposition statements ran through both parts, put to parents in the survey and discussed with mothers in the qualitative work, so the two kinds of evidence could be read together.

What the team came away with

The international expansion team had a sizing of the opportunity in three markets, and an assessment of how the brand’s messages worked with parents in each.

From the fourth market, it had qualitative evidence on how the proposition would need to adapt, so every market could be weighed on evidence suited to it.