Our client wanted to establish market potential of two new animal health products; price needed to be tested for market acceptability. The client also wanted to establish how the new products would fit into their customers’ current drench and vaccine programs.
- Three focus groups were conducted covering dairy cattle, weaned calves, and cow operations.
- Quantitative research focused on beef cattle producers across one country.
- All respondents had to be responsible for making decisions on animal health management, and had to have drenched or vaccinated their cattle in the previous 12 months.
- The quantitative phase included both a price sensitivity meter and price laddering to establish the pricing corridors for the two new drench/vaccine products, along with assessing the likelihood of adopting the product concept.
Business outcomes for the client
- The client got a clearer understanding of the opportunity that existed for the two new combined drench/vaccine products for the weaner/cow animal health market.This was driven by the following considerations:
- Incidence of drenching and vaccination
- Whether animal husbandry practices are undertaken concurrently
- Brand awareness and use of manufacturer
- Acceptance of the specific product features offered, particularly two activities combined into one
- Rating of the two new products
- Likely use of the two new products without considering price
- Establishment of price points and if they were within the respondents’ pricing corridor to maximize revenue