case study: brand and product perception analysis in france and germany
DESCRIPTION
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Brand and Product Perception Analysis in France and Germany
BACKGROUND
CHALLENGE
IMPACT
The Client is an international corporation active in diagnostic imaging, contrast media, and injection systems. The Company was interested in a “voice-of-the-customer” research study that would measure the current levels of brand awareness and perception and its specific products sold by distributers in France and Germany against its competitors. The Client wanted to determine the importance of such factors and the impact on product choice and selection.
The Client wanted to understand the degree of customer brand loyalty by comparing the relative perception of its own brand versus its competitor’s product and distributors. The ultimate goal was to assess each product’s brand awareness, to measure the extent by which the brand recognition was associated with the distributor name or the Client name, and to make a decision to sell products “direct” in France and Germany.
SOLUTIONThe MarkeTech Group (TMTG) created two separate campaigns, one in France and one in Germany, targeting users and influencers including Radiologists, Cardiologists, and Pharmacists in Hospitals and Diagnostic Imaging Centers. The survey instrument was designed to be administered using Computer Assisted Telephone Interviews (CATI) and to measure each group’s familiarity with the Client’s product brands and Client’s overall brand name. The survey quantified customers’ perception of each brand as well as competitors’. The analysis indicated how strongly users/influencers associate the Client’s brand with its products, and mapped the Client’s product recognition to that of its competitors, comparing vendor awareness, product awareness, and distributor association.
The Client identified several areas of product brand deficiencies and more importantly saw how distributors enjoyed strong brand recognition due to the Client’s product brands. Based on TMTG’s recommendations and survey results, the Client made the decision to not change any of its product brands and decided to sell directly in both countries, capturing the credit of strong product brand recognition.
EUROPE / FRANCE3 rue Emile Péhant
44000 NantesFrance
Tel: +33 (0)2 72 01 00 80www.themarketechgroup.com
MARKET
METHODOLOGY MIX
North AmericaSouth America
Europe
Qualitative ResearchStrategic Consulting
Quantitative
Asia
PROFILECLIENT TYPE
PROJECT CATEGORYTECHNOLOGY GO / NO GO
PRODUCT CREATION
LAUNCH PREPARATION
Medical DeviceMedical Imaging
Medical DiagnosticsMedical IT/eHealth
BiotechnologiesPharmaceuticals
Technology AssessmentOpportunity Analysis
Customer and Product RequirementsProduct Concept Testing
Segmentation AnalysisBrand Positioning
Packaging and Materials Testing
Go to Market PlanningPricing
PRODUCT MONITORINGCustomer Satisfaction and Loyalty
Post Launch Acceptance
MARKET PLANNINGPricing Optimization
Customer Satisfaction