Strategic Positioning and New Markets

Overview

A leading disposables manufacturer sought to identify the potency of several of its disposable wound care brands to discern competitive positioning strategies and to identify new product opportunities.

Our Solution

Harrison Hayes implemented a two-tiered research study utilizing a Key Opinion Leader module and an internet panel of 400 respondents. The three primary branded products were compared to their respective competitive brands to establish aided and unaided brand awareness. The study focused on determining whether the brands conveyed key differentiating factors which would further support the introduction of additional wound care brands.

Results

These results provided a platform to identify new opportunities and ultimately ideate new products, which supported their current offerings and helped further develop the client's wound care market strategy.