Brand Name: Jeuncell
Product/Service Type or Description: Healthcare & Medical

Overview:
MZI Assessed and Identified Key Markets for Jeuncell to Enter the U.S. Market

Creator of an innovative hair restoration program, Jeuncell wished to introduce its revolutionary program to the U.S.. With an estimated 80 million Americans suffering from hair loss and thinning and an aging baby boomer population, Jeuncell hired MZI Global to assess the feasibility of market entry in an industry dominated by Rogaine and to develop strategic recommendations of market entry points and tactics. MZI Global conducted an in-depth feasibility study and closely examined market conditions to identify key markets, evaluate consumer perceptions towards hair loss, and recommend techniques for market entry. MZI Global crafted a tailored positioning strategy for Jeuncell to introduce its hair restoration program to the market.

Situation Analysis:

• Hair regrowth in the U.S. is dominated by Rogaine
• Jeuncell needed the feasiblity analysis and market studies to assess their U.S. market entry

Client Challenges:

• Differentiation of product from a number of existing hair restoration products from well-established companies such as Rogaine and Propecia
• Adaptation of American consumers to treat hair loss at home with over-the-counter products like Rogaine rather than using clinics or specialists
• Evaluation of market potential for Jeuncell’s hair restoration system
• Reduction in hair growth product category due to growing acceptance and popularity of bald heads
• Necessitation of analysis of Americans experiencing hair thinning and hair loss, consumer perception towards similar hair systems, and system adoption rates
• Identification of key markets with highest adoption rates and cost-benefit analysis of opening a center in those areas
• Examination of the feasibility of investment requirements, labor costs, return on investment, center locations, and additional factors imminent with opening a Jeuncell program hair loss center
• Estimation of potential partnerships or co-branding opportunities with existing providers in the market

MZI Global’s Solution:

• Conduct detailed market and trend analysis to identify competitors’ positions within the U.S. market
• Develop a distinctive positioning strategy differentiating the Jeuncell program from existing competitors
• Identify and profile consumer preferences to provide client with relevant insights of U.S. consumers suffering from hair loss and thinning
• Evaluate client’s hair restoration program with scientific data provided by the company
• Forecast the potential for product performance in U.S. based upon performance of existing products through comparative analysis of research studies conducted with competitor products
• Assess client’s potential performance through available sales data, market studies, case histories, consumer profiles, and consumer perceptions
• Determine target consumers for client program by completing in-depth consumer profiles
• Recognize key markets based upon adoption rates and consumer’s willingness to experiment with new product
• Utilize key market identification to conduct a cost-benefit analysis for opening treatment centers in these areas
• Pinpoint top priority locales for opening hair restoration centers by analyzing return on investment
• Estimate capital requirements for opening a location in each target market by accounting for labor, land, and startup costs
• Select target markets and conduct feasibility studies
• Appraise potential co-branding and partnership opportunities based upon cannibalization, market share, compatibility, and logistics

Results:

• Provided client with a clear assessment of current market conditions, potential partnership opportunities, and target market locations
• Supplied Jeuncell with consumer profiling and feasibility studies to allow the company to make an educated and sound decision regarding U.S. market entry