Renown FMCG client is entering new market
via distributor platform.
No company data is available for this specific
market. The distributor does not have operations’
intelligence data neither.
Strong time and investment constraints. No delay
nor budget available for the traditional market
research process to generate data support for
business decision.
Distribution build up is critical to finalize contract
details between FMCG client and distributor and
activate the launch on market.
How to design a winning Go TO Market turning client’s & distributor’s constraints into opportunities ?
Creating a Data-Driven Approach:
In the absence of company and distributor data, we leveraged alternative sources. Public data, portfolio benchmarking, and distribution operations knowledge were re-created to form a new data strategy.
Geographic Strategy :
Geographic Strategy :
- We created a dynamic and visual tool
Mapping population density and purchase power
Simulating different distribution routes
Inputting sales outcomes for each combination of
geographic choice/portfolio choice/route choice - We defined the most optimized combination and
integrated them with investment levels for client
and distributor.
Eventually delivering the successful market entry
strategy and enabling client’s and distributor
partnership.
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