Case Studies

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New Market Entrance

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Situation

A major global food manufacturer considered entering the herbal supplements market, leveraging decades of research on their raw materials' health benefits. However, they lacked experience in marketing supplements. They engaged MCAworks to analyze the supplement marketplace, assess key competitors, evaluate their product concept's potential, and devise strategies to promote their little-known raw ingredient. This initiative aimed to expand their portfolio by capitalizing on existing research while venturing into an unfamiliar but promising category.

Our Approach

MCAworks implemented a comprehensive strategy to assess the herbal supplement market opportunity. They conducted consumer research to understand the supplement user mindset, unmet needs, shopping behavior, and decision-making process, while also gauging interest in the client's product concept. To gain industry insights, they interviewed a diverse group of experts, including senior marketing executives and attorneys specializing in DSHEA regulations. This provided valuable intelligence on the supplement market's future. The team complemented these primary research efforts by leveraging their internal knowledge of the supplement market and utilizing an extensive library of secondary industry research and data. This multi-faceted approach ensured a thorough understanding of the market landscape, regulatory environment, and consumer preferences, providing a solid foundation for strategic recommendations.

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Results

MCAworks delivered comprehensive insights and recommendations spanning consumer behavior, channel dynamics, competitive landscape, and regulatory environment. They outlined critical success factors and developed an action plan to elevate the client's key ingredient in the mainstream market. The client integrated these findings into their long-range and annual planning processes, used them in presentations to senior leadership, and incorporated them into onboarding materials for new employees and agencies. The success and value of this work led to the client re-engaging the consultants to assess global expansion opportunities, demonstrating the lasting impact and strategic importance of the initial project.