CONSUMER PRODUCTS CONSULTING

< BACK TO SELECT PROJECTS

Market Entry Strategies/Brand Launch

Business Strategy for Launching a Baby Wear Brand

About the client

A leading manufacturers of baby and kids wear garments for the UK, Australian and the Middle Eastern markets wanted to launch a baby wear brand in the country.

Project Objectives

Core objective was to recommend a launch strategy for a baby wear brand, answering the following strategic questions:

  1. Who should be the target consumer and what all product categories should they offer?
  2. What format should be adopted, MBOs / EBOs? What should be the distribution strategy?
  3. What should be the roll out plan for the above strategy?
Deliverables
  1. Provided detailed analysis of the kids wear segment in India:
    • Market Assessment – structure, size, segmentation, growth projections, etc.
    • Competitor Mapping – business model, performance, trade terms, sourcing/supply chain, services, etc.
    • Consumer Research –buying behavior, tastes & preferences, purchase influencers, existing market gaps
    • Value Chain Mapping – trade terms, existing pain-points of stakeholders, expectations, willingness to switch
  2. Formulated launch strategy:
    • Target customers and their profile
    • Category offerings
    • Distribution strategy (MBOs vs. EBOs) including store formats, locations and target cities
    • Roll out and expansion plan
  3. Developed a business and financial plan as per the suggested strategy highlighting revenues, operating expenses, investment requirements and working capital requirements

Business Strategy for Launching a Super Premium Lingerie Brand

About the client

A leading Indian company engaged in the manufacturing and marketing of men’s innerwear, wanted to launch a super-premium lingerie brand in Indian market, in partnership with a foreign company.

Project Objectives

Core objective was to recommend a brand launch strategy and develop a 5 year business plan, answering the following key strategic questions:

  1. What should be the appropriate brand positioning and who should be the target consumer?
  2. What all product categories should they offer?
  3. What should be the channel strategy? Should they open EBOs or not, given high retail costs? Should they penetrate MBO market or not, since it’s a super-premium brand? Should they open SIS in department stores or not, since it is a highly controlled environment?
  4. What should be the roll out plan – aggressive to start with or pilot led controlled growth?
Deliverables
  1. Provided detailed analysis of the Indian premium and super-premium lingerie industry:
    • Industry overview – structure and share of premium & super premium lingerie market in India, demand-supply gaps, consumer segmentation
    • Comparison of Indian markets with global markets to project trends and growth patterns
    • Mapping major competitors – business models, price positioning, product offering, market penetration & business performance
    • Consumer research – Consumer buying behavior, tastes & preferences, purchase influencers, their pain-points, willingness to spend
  2. Formulated business strategy:
    • Target consumers and share of such consumers in India
    • Appropriate brand positioning
    • Product categories and recommended channels, and phase-out plan
    • Roll out and expansion plan
  3. Developed a business and financial plan as per the suggested strategy highlighting revenues, operating expenses, investment requirements and working capital requirements
< BACK TO SELECT PROJECTS