How we helped increase sales by nine-fold in three years
Faced with low consumer penetration and demanding targets, GlaxoSmithKline wanted to understand consumer motivations and barriers and devise strategies to increase penetration and growth of oral hygiene products in Central & Eastern European markets.
Collaborative working to develop hypotheses and create stimuli.
Research in 3 countries; Russia, Poland and Hungary: Videoed in-home observation and depths, in-facility depths and groups; all with ‘product trial’ pretasks.
Production of video to bring to life consumers in Russia, Poland and Czechoslovakia and our findings
Research analysis, initial debrief followed by presentation to international marketing team
Identified compelling needs and product benefits to inform marketing strategy and communication development. In do doing we helped draw global management attention to the growth potential of this ‘overlooked’ market.
New advertising campaign created and aired.
Sales increased nine-fold in three years.