Kantar Health Unveils Product Positioning Framework

Healthcare-focused consultancy Kantar Health has developed a new framework to help clients identify the optimal positioning for a new product, or to reposition an existing brand.

The company, which was formed by combining Consumer Health Sciences, MattsonJack, TNS Healthcare and Ziment, offers solutions across the brand life cycle: from assessing opportunities and sizing markets, to developing products and positioning brands.

Earlier this year, ACNielsen HCI - a firm researching pharmaceutical promotions - was added to Kantar Health's Marketing Insight practice.

Kantar Health's new framework is based on the firm's 'Positioning Wheel', which considers components of brand positioning such as: customer target, competitor context, brand promise/personality and aspirational strategy.

As part of the framework, the firm has set up a series of team strategy alignment workshops, and is offering qual and quant methodologies to respond to clients' product positioning requirements.

'Positioning is not just about customer-driven ideas - although that's critical; it's also a strategic endeavor,' explained John Tapper, President of the firm's Marketing Insights Practice.

'Kantar Health's positioning framework acts as a roadmap for our clients to direct the process and ensure that no stone is left unturned in the exhaustive exploration of positioning opportunities,' he added.

Web site: www.kantarhealth.com .