gaining insight into market opportunities for your products & services insight into... ·...
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Gaining Insight Into Market Opportunities For Your Products & Services
March 2012
Key questions
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Are you in the process of developing a new product?
Are you about to launch a product into a new market?
How do customers view your business, when compared to your competitors?
How do potential customers view you, when compared to your competitors?
How is your service delivery perceived in the market place?
This is a document that demonstrates the value and benefits of conducting valuable research with: the current customer base of your company future customers and supply chain partners
Introduction
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Promar International has delivered both qualitative & quantitative research and analysis for a wide range of clients over many years
Our clients vary regarding their product and market focus and represent the entire supply chain: products have ranged from technologies to increase the shelf life of products,
animal feed ingredients, technical and R & D services, fresh produce, meat, dairy and FMCG products
markets typically include the UK, Germany, Italy, Spain, France, Scandinavia, Eastern EU, the US & Asia (specifically Thailand, Japan, India & China) and Russia & the FSU
Our UK & global clients in the agri-food & drink sector would still often like to understand more about their: current customer base (existing and new product launches) a new customer base (existing product to a new market) a new customer base (launching a new product to a new market) customer loyalty towards brands/organisation when compared with competitors
Project coverage
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Our work can focus on the evaluation of: products / brands the opportunity for new products/brands perceptions of a company’s service and credibility
We have the ability to conduct this work globally and therefore we are not restricted by
the market in which we conduct the research
We have found that an independently gained view of the market (opportunity) can be a powerful internal tool for clients
We can deliver insight based on qualitative and quantitative feedback from the key customers of your products & services
It can also be a very strong endorsement to key customers and supply chain partners as to the seriousness of the organisation in understanding market dynamics and “doing (even) better” in the future
A suggested methodology
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We have a flexible, tailored approach to meet your needs The possible approaches to delivering this project can vary and we would be happy to
discuss this further with you
What makes a good B2B research interview ?
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Get to the right people to talk to at the right level of seniority Leverage contacts from past projects
and other ways of accessing key market respondents
Demonstrating knowledge about the clients activity
and acting as an Ambassador for the project
Demonstrating knowledge of key market issues from past experience
Listening to what is being said by key respondents – not jump to conclusions too early on
Using a range of research techniques, as might be required
Engaging key respondents in a two way conversation
rather that just a one hour “brain picking session”
The Project Deliverable will typically be
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What are the mid to long term prospects for your product in a specified market
What are the key drivers underpinning these prospects
Where is the market likely to be sourcing competitive products in the future
What future technical/commercial requirements will the market be making on its suppliers in the future and how does this differ from now
How is your business/products seen in the market place by key customers especially vis a vis other competitor products & services
How is the brand/product or service positioned in the market, how strong is it and does it have any weaknesses
What and where are the future opportunities in the markets identified & what is the future expectation of demand for the products in the market place
What sort of market & promotional relationship could the client have in the market over the next 3 – 5 years
Timing and costs
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Our methodology, costs and timing are all negotiable and is based on the information provided in this discussion document
The full project can be delivered within 6 – 8 weeks depending on the final scope of the assignment
The total project cost will depend on the number of interviews (and the language), but can
typically vary between c. £9,000 - £20,000 A project with the value of £20,000 would typically use the following research techniques:
Brief Desk Research (to provide an understanding of the market place over the last 10 years), Postal/online survey to be distributed to up to 500 customers and contacts, 25 interviews (mostly conducted face to face), analysis and reporting to the client*
A project with the value of £9,000 would typically use the following research techniques:
Brief Desk Research, Postal/online survey to be distributed to up to 250 customers/contacts, 10 interviews (mixture of telephone and face to face), analysis and reporting to the client*
* Provided as examples only. We would be happy to discuss the particular needs of the client to ensure that a project is delivered that meets their needs
Who are Promar International?
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A leading agricultural and food market research and consulting company
A subsidiary of Genus plc – a major agri business services company – operating in 70 markets around the world
110 staff in the UK with affiliate offices in the US, Mexico, Pacific Rim etc
We work across the full value chain & are specialists in the agricultural and added value
food sectors
We have a very strong record of working across all agri, food & drink sectors
We have a blue chip client base across the value chain
We have an international remit - SA, Chile, Mexico, BRICs, N – 11, US, EU etc
A tailored approach, with the clients needs at the forefront of our thinking
Where we typically work
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Typical agri food & drink work
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Market research – both qualitative and quantitative
Feasibility and investment studies and due diligence
Market entry studies and supply chain analysis
Export development to UK, Middle East, EU, Russia and the FSU, US, Asia etc
Policy analysis
Competitor assessment
Key developments in the horticultural, dairy, beef and other agri food chains
Training, technical and environmental services
Next steps
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This document has been produced to provoke thought and discussion points with our
clients. Should you be interested in any of the points detailed in this document please contact either: John Giles Divisional Director 07768 553298 [email protected]
Lisa Williams Senior Consultant 01270 616798 [email protected]
We would like to discuss how this project can be delivered for you and how it can be tailored to the needs of your organisation