As a certified management consultant, a cornerstone of every project we take on is market research and analysis. This case study explores international in-market research for new product marketing for an inflight entertainment content provider in the aviation industry.
BACKGROUND
The client was preparing to introduce a new inflight entertainment live streaming technology that reduces costs significantly for airlines.
The research objectives were to conduct in-market research to determine the appropriate go-to-market inbound marketing strategy for 7 international markets in the Middle East, Europe and Asia Pacific.
APPROACH & METHODOLOGY
Evolve & Adapt conducted in-depth interviews with management, industry professionals and performed secondary research to gather key insights on global market trends (size, growth, forecasting), competitor analysis, consumer behaviour for individual markets and the digital marketing landscape.
Our team examined the impact of COVID-19 to the aviation industry and the specific impact to investments by airlines into inflight entertainment. This was matched with changes in consumer behaviour and expectation of inflight entertainment due to an increase in consumption of streaming content due to lockdown restrictions.
We compared similar product offerings based on technical specifications, ease of installation, cost-savings (replacement, installation and on-going costs) offered by competitors and organised them by market share, enterprise size and geographical location.
DELIVERABLES & KPI
The client was provided with market data and insights into individual markets to craft a go-to-market inbound marketing strategy that was highly localised for each individual international market.
Research identified new pandemic-based threats like consumers having an increased preference for streaming services from their personal devices, allowing the client to prepare early and strategise ways to pivot.
Evolve & Adapt made strategic recommendations for content development, technical website restructuring to cater to each international market and the implementation of inbound marketing tactics such as content marketing and search engine optimisation.
RESEARCH FOR NEW PRODUCT MARKETING
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