Issue:

A new veterinary antibiotic being launched by a Fortune 200 pharmaceutical company demanded a combination of market intelligence and consulting insight to determine the right new product name, positioning and price.

Approach:

The Blackstone Group deployed a two-phase approach to tackle the multiple challenges of launching a new product.

• Phase I: Blackstone deployed its hybrid qualitative-quantitative methodology, Chimeric, to determine the best name.
• Phase II: To gather quantitative data, Blackstone designed an experimental module that integrated attitude, usage, image, positioning and pricing elements all in the same research.