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Case Study - Market Opportunity Analysis – EV LCV trucks in India
BACKGROUND
- The client, a leading personal care company, planned to launch a premium skincare line across GCC markets. With intense competition and price-sensitive segments, pricing decisions would significantly impact market entry success
- The client needed to determine optimal price points and pack configurations that would maximize revenue while achieving target market penetration across different consumer segments.
METHODOLOGY
- Choice-based conjoint study conducted across UAE, Saudi Arabia, and Kuwait (n=1,800 category users). Tested 4 pack sizes, 5 price tiers, and key feature combinations including ingredients and packaging formats.
- Conjoint utilities combined with retail audit data and competitor pricing intelligence from desk research. Market simulation models built to forecast share under different pricing scenarios.
- Segmentation analysis identified three distinct price-sensitivity clusters with different optimal price-value configurations.
OUTCOME
- Analysis revealed that a mid-premium positioning with 50ml pack size at AED 85 would maximize revenue, outperforming the client's initial plan by 18% in projected volume. Price elasticity varied significantly across segments.
- The recommended tiered pricing strategy with a value entry pack and premium hero SKU achieved 12% market share within the first year, exceeding targets by 4 percentage points. The conjoint simulator continues to be used for line extensions and promotional pricing decisions.