Competitive Product War Gaming
Situation
Client has well-established product in CNS space that is demonstrating consistent yearly increases in market share
A more convenient delivery formulation for a competitive product is projected to enter the market within a 6 month time period
Client is seeking to understand the impact of the new formulation as well as how to most effectively defend against this competitor
Solution
Client seeking an iterative research process where they are able to observe live interviews and modify the research process based on feedback seen in real time
OLG completes a series in-person interviews designed to gauge unaided awareness of the new formulation and confirm existing perceptions of relevant products
Mock sales presentations were delivered by OLG Research and Sales Trainers in a war gaming format designed to understand core strengths and potential liabilities associated with each product
Outcome
OLG’s interviews identified core strengths of our client’s product – strengths that were not emphasized in the product’s existing messaging platform
War gaming exercise identified legitimate threats to our client’s product but also unrecognized limitations to the competitive agent and uncertainties regarding the new dosing configuration
Client identified the need to augment existing messaging to defend against competitive dosing change while capitalizing on the equity built within their brand