A development organization needed to market a book on maternal healthcare targeted towards lower income segments. The organization had experience in giving maternal healthcare support to subscribers over digital media but no prior experience of effectively entering a specific target market with a physical product. There was clearly a necessity to consider market dynamics before launching the book. Inspira designed and conducted a holistic market research and prepared a route to market strategy with alternate market entry suggestions for the organization.
To create a market entry strategy for the client, Inspira first identified the concerns and translated them into specific marketing problems such as product content, promotion, competition, price, touch points etc. Each problem was further detailed down to specify the relationship between problem and product. The research design involved all key stakeholders of the market ecosystem starting from competitors to customers. This helped extract solution elements from a blend of market insider information and consumer insights. The solution elements were then structured and evaluated to form strategies addressing the core market concerns.
The organization’s market data dearth and the relative uniqueness of the product in the target market made it a perplexing task to define strategies for market penetration. Prior to seeking consultation support, the organization did not have a clear understanding of marketing philosophies for launching their product. Inspira prepared the output in a way which focused on the fundamental marketing concerns and how to approach them. The output further helped the client to swiftly understand market realities and arrive at the crux of the problem. The possible strategies presented allowed the client to assign weightage according to its needs and decide on a way forward to enter the market with its product.