Case Study
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.
Applying Magid's Television Station Expertise and a Market, Station, and Audience Analysis to Improve Station Products and Revenues
Leveraging Frank N. Magid Associates’ 50+ years of expertise in the local media space, a local television station partnered with Magid to understand how to differentiate and enhance its products to take advantage of product strengths and the vulnerabilities of its key competitors. Magid implemented an intense consulting process including a market analysis of ratings and competitor content across platforms, and an in-depth station analysis of product strengths, weaknesses, and vulnerabilities. The comprehensive external and internal analysis was complemented by primary research to assess market audience ideals, identify brand attributes and opportunities, and identify potential breakout strategies to move the audience measurement needle. Based on the analyses and research findings, and through a lens of its local station expertise, Magid provided recommendations to improve current products and develop new products that took advantage of market opportunities, station strengths, and viewer needs. Magid provided consulting support and progress assessment to drive change, and continues to make consultation visits to the station to ensure tangible progress and ROI.
Implementing a Strategic Process to Align Products with Local Reader and Advertiser Needs to Create the Newspaper of the Future
Recognizing Frank N. Magid Associates’ strategic and operational local media expertise, a major US publisher engaged Magid to help reverse the fortunes of one of its local newspapers which was experiencing declining circulation and advertising revenues. Believing that local newspapers could grow by exploiting their unique selling propositions and aligning their products and services with local market needs, Magid developed a process to explore patterns of local media consumption, investigate potential new business models for both print and online, and evaluate opportunities to recapture important consumer and advertiser positions assumed by other media. Through a comprehensive process that included strategy sessions with key personnel and multiple phases of qualitative and quantitative research with consumers and advertisers, Magid developed new prototypes of the print newspaper and ad products. After testing these prototypes with the relevant markets, Magid partnered with the newspaper to develop a strategic roadmap including an operational approach and identification of profit mechanisms. As a result, the newspaper has experienced an increase in year-over-year ad sales, strong positive reader feedback, and internal recognition from its parent company. This engagement has also led to strategy engagements with other local newspapers of major US newspaper holding companies.
Leveraging Magid's Mobile Expertise, Unique Perspective, and Capabilities to Identify Opportunities in the Mobile Location-Based Advertising Landscape
A division of a leading US wireless carrier that develops and provides geographic information systems wanted to analyze the location-based advertising space to guide their branding, product development and advertising strategies. Applying its mobile expertise and strategic insights, Frank N. Magid Associates conducted an exhaustive deep dive of the location-based advertising landscape, including an analysis of competitors and best practice models in and outside of the industry. Magid also conducted executive interviews with media buyers, ad agency buyers, and advertisers to identify the needs, attitudes and behaviors towards location-based advertising, and the current and future intent to invest in location-based advertising. Magid’s unique perspective of key audience, advertising and technology trends across media platforms provided a filter to analyze the viability and growth potential of the opportunities. The landscape analysis, primary research and Magid’s recommendations guided the client’s entrance strategy into mobile advertising. The success of the engagement has led the firm to continue to leverage Magid’s media and strategic expertise to inform several other key mobile advertising strategies.
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.
Analyzing Consumer Brand Loyalty to Identify Opportunities for Private Label Office Supply Products
Many retailers are improving their price competitiveness by increasingly making use of private label products (products that carry the retailer’s brand name). An important aspect of this strategy includes understanding how to position these private label products without damaging sales of existing branded products and the retailer’s relationship with those branded suppliers. Consequently, a national office supply retailer asked Frank N. Magid Associates to help the company test consumer loyalty among its existing brands, thereby minimizing sales cannibalization as the company introduced its private label products. Adhering to the results of a Magid’s consumer “stickiness” research, the client successfully introduced its private label products, resulting in increased sales and improved margin contribution.