Market opportunity assessment and market entry strategy for a European analytical services company.
Challenge:
A Danish analytical services provider wanted to enter the cell and gene therapy (C>) market in the UK. Both the segment and the geography were new to the company making it necessary to carefully assess the market opportunity before deciding to invest. The company was not known to the audience who also had limited knowledge of protein analysis by LC-MS.
Solution:
Customer research showed that there was a need for LC-MS-based protein analysis services in the UK C> sector. However, successful market entry required the client to quickly capture market share with a targeted approach focussing on a sub-segment (process development) where they could have the greatest impact.
The value proposition, messaging and marketing campaign were designed to build brand awareness as well as get the audience to consider LC-MS as a credible alternative to ELISA. The marketing campaign was content rich to demonstrate domain expertise and included an ad campaign to promote the brand and build share of mind.
Insight:
Customer research was essential for understanding the market dynamics and customer viewpoints to be able to craft a credible market entry strategy and marketing campaign.