Project Experience

Product Positioning In A New Market Segment

Client Situation
As ethical pharmaceutical companies enter the homeopathic market, they must carefully consider their product positioning strategy. Since the dawn of man, natural substances have been used to heal and cure. In today's market, numerous small companies offering a wide range of homeopathic remedies have traditionally filled this niche. Until recently, ethical pharmaceutical companies had largely ignored this market segment. A client was interested in entering this market with a branded product and wished to know where other large pharmaceuticals companies stood in terms of their own entrances.

Fuld Approach
Fuld & Company researched the players, their products, and anticipated launch dates. Through primary interviews with industry sources and company sources, Fuld's analysts were able to better able to gauge the level of commitment each company had made to this up-and-coming market. We were also able to determine that products would be positioned based on the name recognition of the pharmaceutical manufacturer, as well as the brand.

Benefits and Implications
This intelligence resulting from our research and analysis enabled our client to redirect its product naming and marketing strategies.
For more information on product positioning in the healthcare industry, contact either Anthony Nagle at tnagle@fuld.com or Cynthia Gerber Tomlinson at cgtomlinson@fuld.com