Service
Market Navigator
Strategy for brand launch and repositioning
Strategic support for manufacturers, importers and distributors when launching a new brand on the FMCG market or repositioning an existing portfolio.
Introducing a new brand to a competitive FMCG market requires quality data, a clearly defined strategy and a thorough knowledge of sales channels.
Market Navigator is a complete roadmap for entering the market or repositioning a brand, based on an analysis of the market, the category, the competition and shopper behaviour.
The service covers
In-depth category analysis – Category Audit
- analysis of the current state of the category and the competition
- identification of market leaders
- analysis of shopper behaviour and habits – Shopper Insights
- identification of market gaps and new opportunities
Sales channel segmentation – Channel Mapping
- traditional trade
- modern trade
- Key Accounts
- drugstores
- e-commerce
- setting priorities by channel
4P mix optimization
- Product
- validation of packaging, pack size and the product's key value proposition (USP)
- Price
- analysis and recommendation of price positioning relative to the competition
- Place
- recommendation of optimal distribution, penetration and product positioning within outlets
- Promotion
- recommendation of promotional activities and POSM solutions for maximum product visibility at the point of sale
Key benefits
- reduced risk when launching or repositioning a brand
- decisions based on real market data
- clearly defined target groups and priority sales channels
- more efficient allocation of marketing and trade-marketing budgets
- a solid basis for building a Selling Story presentation and negotiating with retail chains