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 potential barriers, to a new personal care product. In addition, to devise strategies to increase product penetration in Central & Eastern European markets.
- Collaborative working to develop hypotheses, create stimuli and plan international research.
- Research took place in 3 countries; Russia, Poland and Hungary. All consumers also ‘tried’ the product before research. Research methods also included in-facility paired depths, group discussions, and in-home observation. Observations allowed us to film respondents using products.
- Video editing of consumers in Russia, Poland and Czechoslovakia. This helped bring-to-life our findings and also better brief UK based colleagues.
- Research analysis, then an initial debrief, followed by an international marketing team presentation.
Identified compelling needs and product benefits. In turn this also informed marketing strategy and communication development. In so doing, we drew global management attention to the growth potential of this ‘overlooked’ market.
As a result, a new advertising campaign was created and then aired across Eastern Europe. This inspired a nine-fold sales increase in three years.
Watch the Ukrainian Corega advertising.
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