Case Study
Leveraging Magid's Product Development and Marketing Expertise to Ensure the Successful Product Launch for a Major Beverage Company
One of the largest beverage companies in the US partnered with Frank N. Magid Associates to analyze the viability of an innovative beverage concept and determine how to optimize the product ingredients, taste, packaging and other critical attributes. Magid conducted qualitative concept testing and taste tasting to understand the operational, competitive and market obstacles to the product concept, and applying its understanding of the industry, Magid used the qualitative research findings to inform recommendations in terms of investment, product viability, appearance, taste, ingredients and texture. Magid also identified the functional and emotional benefits that the beverage fulfilled to maximize its appeal to consumers, and developed recommendations regarding the messaging, branding and positioning that would most resonate with the target market. Magid’s recommendations resulted in continued steps to develop a product formulation and launch strategy.
Building a Brand and Communications Strategy to Improve the Reach and Resonance of Brand Messaging
Realizing that its messaging was not being effectively conveyed to the general public, a non-profit organization focused on promoting health and wellness engaged Frank N. Magid Associates to improve its brand messaging and communications strategy. Extensive research provided the organization with a number of concepts that interested a broad range of audiences and aligned with the brand image of the organization. While the company’s original goal of television advertising proved impractical, Magid's strategy consulting and coaching led to the development of a user-generated, content-driven website which has proved immensely successful in spreading the non-profit’s brand image and messaging consistently and effectively.
Applying Strategic Consulting, Primary Research, and Marketing Expertise to Analyze the Viability of "Green" Cleaning Products
Considering the worldwide emphasis on going green, a global industrial cleaning products company partnered with Frank N. Magid Associates to explore the feasibility of a strategy for commercially available industrial “green” cleaning products while simultaneously identifying the tenets that would drive sales. To identify and prioritize the company’s unique green opportunities, Magid performed extensive B2B executive phone research in nine markets worldwide to understand the attitudes, perceptions, and purchase drivers for green products, determine how to leverage brand strengths and competitive advantages, and develop effective marketing and communications approaches for going green. The project provided strategic and tactical direction regarding the viability and size of the opportunity, as well as the branding, marketing, pricing and competitive strategy for green products. Magid is preparing to conduct additional strategy consulting and research on the groundbreaking new green product.
An Insurance Company Selects Magid as a Strategic Partner to Provide Insights Regarding the Drivers of Consumer Loyalty
In order to maintain and grow its business amidst a crowded competitive environment and the fickle insurance consumer, a leading US insurance company partnered with Frank N. Magid Associates to better understand and improve customer loyalty. Magid implemented sophisticated statistical modeling to identify the drivers of preference and the products, services and messaging that could increase preference, all framed within the company’s key brand strengths. These insights provided actionable tools that increased customer acquisition and retention, and remain the pillars of the firm’s C-level strategy. As a result of the success of the strategy, Magid is considered a strategic partner and is invited to contribute formally and informally on all issues related to the company's customer, product, brand, media, and marketing strategy.
Developing a Marketing Strategy for a Leading Pharmaceutical Company to Effectively Reach and Engage Clinicians and Consumers
Pharmaceutical sales are a notoriously difficult endeavor, as success relies on the company’s ability to understand the motivation and preferences of both clinicians and consumers. To help drive sales in this challenging landscape, a leading pharmaceutical company asked Frank N. Magid Associates to help develop a marketing and communications strategy customized for doctors, nurses, patients and prospective consumers. Magid launched a study that determined which functional and emotional drivers led doctors to prescribe specific medications, complemented by consumer segmentation and message receptiveness research. Magid’s insights informed the development of effective messaging and marketing that engaged clinicians and consumers across media platforms, leading to improved performance and sales for the client.
A Leading Medical Institution Partners with Magid to Develop a Unified Communication and Brand Strategy to Improve Operations and Internal Buy-In
Healthcare institutions historically have complex infrastructures that contain departmental silos with a different focus. But in today’s progressive healthcare arena, innovative approaches to integrate departments and financial resources are essential to streamlining efficiencies and creating a unified brand. A leading Midwestern medical school’s newly restructured human resources department engaged Frank N. Magid Associates to develop a two-day executive workshop to establish an overarching brand, set unified communication and departmental goals, and practice the delivery of key messages. The workshop led to a successful launch of the new department and improved operations and buy-in among its internal constituents.
Re-Engineering a Strategic Communications Plan to Increase Community Education and Engagement
A federally-designed organization focused on improving regional transportation partnered with Frank N. Magid Associates to develop and implement a strategic communications plan that would educate the community and promote civic engagement. Magid conducted extensive research across all of the local branches of this organization to understand industry best practices and common pitfalls. This research led to the development of a communications plan for the organization that was successfully implemented and led to the doubling of civic participation in the region within three months.
Understanding the Media Consumption of Sports Fans to Optimize the Reach and Resonance of a Media Campaign
To inform a new media and communications strategy, a major league baseball team wanted to better understand the various segments of its fan base and how those segments preferred to consume the baseball team’s content within both traditional and new media. To develop this strategy, Frank N. Magid Associates undertook a substantial project to determine the appropriate fan segments, how to leverage traditional and new media within those segments, and how the baseball team could provide additional value on a segment-by-segment basis. As a result of this research, Magid helped the team to profile various segments of its fan base and position the team’s brand for future success.
A Mobile Television Service Leverages Magid's Generational Insights to Develop a Successful Marketing Strategy and Product Launch
A mobile television network provider was preparing for its “personal TV” launch and wanted to better understand the various reactions of Baby Boomers, Gen Xers, and Millennials. Using its proprietary generational research, Frank N. Magid Associates helped the client create marketing, launch, and channel positioning strategies based on each generations’ preferred mobile platform, use patterns, and price sensitivity. As a result of this consultation, the client adapted its programming and pricing approach in advance of a successful launch.