Our structured methodology to understand the full Potential of a Brand
Did you know that only between 10-20% of new FMCG product launches succeed. This means 80-90% of new products tend to fail or underperform expectations. For OTC product launches the overall Success Rate is hovering around 20-30%, due to higher consumer trust and stricter regulations.
Ecclis has developed the “Brand Potential Monitor“. A proven data-driven and fact-based methodology to assess the true potential of your product launch. Over the last 15 year, many Companies have used the Brand Potential Model to quickly and robustly assess the success Rate of their new product launch concepts.
Companies like Pfizer, Johnson & Johnson, Grünenthal, Galderma, Boehringer Ingelheim and many more, use the Brand Potential Monitor methodology to plan, model and validate the potential in Market Succes of their planned launches. Some examples and use cases are the Rx to OTC Switches: Benzac ®, Actinica ® and Frontpro ®.
Understanding the true Brand Potential of your new product launch allows A-Brands to execute with full confidence.
Understanding Market Potential: A Critical Step for Successful Brand Launches
Launching a new brand in the competitive OTC and FMCG landscape requires more than a great product; it demands strategic insights into market potential. Without a clear understanding of consumer needs, pricing dynamics, and market fit, companies risk underestimating or misallocating resources leading to costly missteps.
Market potential analysis provides the foundation for informed decision-making. It helps identify where consumer demand aligns with your product, which price points maximize profitability, and how to position your brand effectively within the market. This is crucial when considering the significant investments required in product development, marketing campaigns, production capacity, and human resources.
Investing without accurate market insights can result in wasted efforts, financial losses, and missed opportunities. Conversely, a data-driven approach ensures resources are directed toward opportunities with the highest return on investment.
Our innovative tool simplifies this process by delivering actionable insights based on market potential, consumer needs, price elasticity, and product-market combinations. With this knowledge, companies can confidently navigate challenges, minimize risks, and maximize the success of their brand launches.
Understanding market potential isn’t just important, it’s essential for creating sustainable growth and achieving long-term success in an ever-changing market.
A deep understanding of the category is essential for a successful product launch in the OTC and FMCG markets. Knowing the category dynamics helps identify key trends, consumer behaviors, and competitive benchmarks that shape purchasing decisions. It allows you to pinpoint growth opportunities, anticipate challenges, and tailor your product to meet specific needs within the market.
By aligning your strategy with category insights, you can differentiate your brand, optimize pricing, and enhance your value proposition. Without this understanding, investments in marketing, production, and distribution risk falling short, making category expertise a cornerstone of sustainable success.
The Brand Potential Monitor wil help to capture the category insights and present the key outcomes in easy to understand infographics.
Understanding consumer insights is critical to guiding your brand through the marketing funnel. From awareness to purchase, insights into consumer needs, preferences, and behaviors enable targeted strategies at every stage.
At the top of the funnel, insights reveal what drives awareness and sparks interest. In the consideration phase, they help identify factors influencing decisions, such as price sensitivity or product benefits. Toward conversion, they highlight barriers and motivators impacting purchase intent.
By leveraging relevant consumer insights, brands can craft messaging, optimize channels, and align their offerings to resonate with target audiences—ensuring a smoother journey through the funnel and maximizing success.
Ecclis can also provide support with elements like:
- Concept Development
- Consumer Validation research
- Concept Optimization
International Quantitative and research is done in partnership with MSI
The Power of the Marketing Funnel
In the highly competitive OTC and FMCG industries, success hinges on understanding and optimizing every stage of the marketing funnel from creating awareness to building brand advocacy. Each stage presents unique opportunities and challenges that, when managed effectively, drive sustainable growth and customer loyalty.
Awareness is where brands make their first impression, leveraging impactful campaigns to stand out in crowded markets. As consumers move to consideration, clear communication of benefits, trust-building, and differentiation become crucial. Conversion depends on ensuring seamless access to products and delivering a compelling value proposition. But the journey doesn’t end there. Retention and advocacy are built by exceeding customer expectations, fostering brand engagement, and encouraging satisfied customers to share their experiences.
By defining and managing these key marketing drivers, companies can achieve a cohesive strategy that aligns consumer needs with business goals. At our consultancy, we specialize in helping consumer brands to model different Marketing strategies and tactics to reach the full potential of the marketing funnel, turning awareness into loyalty and loyalty into advocacy.
The Brand Potential Monitor allows to run different Marketing Media Models and instantly see the impact on the Brand P&L.
In the competitive OTC and FMCG sectors, pricing is a critical lever for profitability, customer loyalty, and market share.
A successful pricing strategy ensures your products remain attractive to consumers while maximizing revenue across diverse retail environments. Key to this success is understanding price elasticity, how sensitive your customers are to price changes. Elasticity studies help predict demand shifts, enabling precise adjustments for different consumer segments, market conditions, and product categories.
Differentiated pricing policies across retail channels are equally essential. Whether it's e-commerce, drugstores, or supermarkets, each channel operates with unique cost structures, consumer behaviors, and competitive dynamics. Tailoring your pricing strategy for each ensures alignment with channel-specific opportunities while preserving brand integrity. Promotional discounts, when used strategically, can drive trial, boost short-term sales, or clear inventory. However, overuse or inconsistency between channels risks margin erosion and customer confusion.
Our consultancy specializes in crafting data-driven pricing strategies that incorporate elasticity analysis, channel differentiation, and promotional optimization. With our expertise, you can unlock sustainable growth and maximize the impact of every pricing decision.
Let’s partner to set the right price, in the right place, for the right results.
In the complex OTC and FMCG landscape, a deep understanding of Brand and Customer Profit & Loss (P&L) statements is the foundation for profitable growth. These tools offer crucial insights into financial performance, enabling smarter, data-driven decisions and more precise execution of strategies.
Pricing strategies, promotional discounts, and media investments are critical levers of profitability. A well-structured Brand P&L helps quantify how pricing changes impact revenue and margins, ensuring competitiveness without eroding profitability. Meanwhile, Customer P&Ls reveal the true cost of promotional activities and their ROI, balancing the trade-off between volume uplift and margin dilution.
Media and customer investments further underscore the causality within P&Ls. Effective campaigns and channel-specific strategies can drive demand, but only when aligned with P&L insights to prevent overspending or under-delivering on expectations.
By mastering the dynamics of Brand and Customer P&Ls, businesses can fine-tune investments, optimize pricing, and ensure that both short-term wins and long-term growth align with profitability goals. In today’s fast-paced environment, understanding these financial metrics isn’t just an advantage, it’s a necessity.
The Brand Potential Monitor allows to model different Commercial and Marketing mix scenario’s and immediately see how this impacts your Brand-, Customer-, and Business P&L’s. In case a full Business Case for C-Suite executives or investors is required, full financial statements, Capex, Opex, G&A, Valuation, Cash Flow and Capital needs en cost analysis can be added.