Extensive market research proved to be quite a challenge due to the number of brands offering huge variety of products.
Final tally: 4 major market players dominate condom market, but many sustainable condom start-ups are biting at the heels.
In order to make sense of gathered data I quantified and scored it on different types of sustainability metrics.
I evaluated all brands on 10 different metrics with relative values. These scores were validated with research data and stakeholders on multiple iterations in order to reach sufficient level of objectivity.
In order to make sense of gathered data I quantified and scored it on different types of sustainability metrics.
The data above was used to map out brand positioning graphs. They were very useful to validate initial research hyptohesis and even find new gaps in the market.
Next, I used aggregated data to create the Blue Ocean Strategy graph. The goal of this graph is to find uncontested markets with potential for growth (“blue oceans”).
From this graph I was able to see regular (red) and sustainable (green and blue) positioning strategies across all 10 metrics.
Finally, I did an extensive brand, social media and advertising research to find out:
• how our competitors are communicating their value proposition?
• what are the design trends and common practices in this industry?
• what does it take to stand out?
All of the market research insights boiled down to seven branding concepts which fill in the market gaps and differentiate the startup from current competitor brands.
All of the market research insights boiled down to seven branding concepts which fill in the market gaps and differentiate the startup from current competitor brands.
Out of seven concepts, three were chosen for a testing phase and I designed and built website on Wix.
The research phase took around 5 weeks of work. Having so much time allowed me to gather incredible amount of data about the industry. As a result, my clients were able to make well informed decisions on brand strategy.
However, some research topics (social media communication and advertising) that took a lot of time to conduct, turned out to be not (that) useful in the end.
In my opinion, these topics were researched too early in the process. Nonetheless this information will be useful when the brand has been developed further.
The website launched in time for the Tech Strategy roll-out. Managers were able to contribute by adding their own content with the provided design system and CMS.
