Market Entry Strategies/Brand Launch Strategy

Strategy > Consumer Products and Retail > Market Entry Strategies/Brand Launch Strategy

Developing Brand Launch Strategy for a Women’s Western Wear Brand with an Objective of Attaining ₹1,000 Crores Turnover in 10 Years

About the Client

The client is a manufacturer of women’s ethnic wear, was looking at the opportunities in the women’s western wear segment with an intention to launch a brand catering to 20-35 year olds.

Project Objectives:

Core objective was to analyze the market and recommend most opportunistic business segment with a future growth strategy, answering the following key strategic questions:

What is the current market structure and segmentation of the women’s western wear category and how has this segment evolved over the last decade?
Which are the leading brands in this segment (Fast Fashion/ Casual Fashion/ Designer led Brands) and what is their business model?
What is the rationale behind selection/rejection of the product categories?
What should be the brand’s pricing curve vis-à-vis its competitors along with the appropriate channel mix?
What should be the roll out plan – aggressive to start with or pilot led controlled growth?

Deliverables:

1. Detailed Market Mapping:

In-depth analysis of women’s western wear market in terms of market size, future potential, key growth categories/ sub-categories, segmentation, etc.
Analyzed key brands across various market segments- Fast Fashion, Casual Fashion, Professional focused brands, Designer led Brands, and Fusion wear on parameters like core positioning, target consumers, product offerings, pricing strategy, channel strategy, business model, etc.

2. Shortlisting & detailing the best possible opportunity:

Wazir identified the best possible opportunity within the women’s western wear segment i.e. office wear for women through a detailed evaluation matrix.
Detailing of the opportunity was provided addressing parameters like- the size of the opportunity in the next 10 years, trends supporting the growth of the segment, target consumer concentration, etc.
In-depth consumer research was also conducted to validate the selected opportunity and to understand the buying behavior of consumers for the same.

3. Brand Launch Strategy & 10-year business plan:

Formulated a business strategy to capture a fair share of the identified opportunity. Overall positioning and defining USPs of the brand, product, and service offerings along with rationale, width & depth of categories, a mix of channels (offline/online), allocation of budget for promotion, etc.
A detailed business plan for the next 10 years was also provided giving revenue projections, operating expenses, investments, & profitability projections.

Business Opportunities in Russian Intimate Wear Market

About the Client

The client wanted to understand the Russian intimate wear market in order to find out the business opportunities for Indian brands/ manufacturers in the Russian market.

Project Objectives:

The key objective of the study was to understand Russian intimate wear market and answering following questions:

What is the market size, key segmentation, competition scenario, etc. in Russian intimate wear market?
What is the consumer behavior in terms of consumption basket, average spending, brands preference, etc.?
What is the opportunity for foreign brands in Russian market? What are the key challenges? What are the routes to entry?

Deliverables:

A detailed report was prepared based on secondary and primary research coverage. The key points covered were:

1. Macro analysis of the Russian market:

Insights on the Russian economy and Retail market along with the key political and economic factors influencing the overall retail market growth.

2. Overview of the Russian intimate wear market:

Market size, growth, market segmentation, consumer behavior, retail/ sales channels, supply chain, etc.
Competition assessment of key domestic & international brands present in the market on different parameters like product offerings, price positioning, retail presence, etc.
Export-Import scenario of the market in terms of key challenges, opportunities, trade routes, etc.

3. Consumer behavior:

A dipstick consumer research was also conducted to understand the purchase behavior of Russian consumers in the intimate wear segment. The key probe areas of research included wardrobe construction for lingerie, spending pattern, channel preference, etc.

4. Identified key opportunity segments and different ways/ routes/modes of entry in the Russian intimate wear market for Indian brands and manufacturers.

Business Strategy for Launching a Wholesale Cash and Carry Business

About the Client

A leading multi-platform media company with interests in a diversified portfolio of publishing, broadcast, digital, entertainment, community and sports verticals wanted to launch a wholesale business platform, realigning the supply chain in Maharashtra.

Project Objectives:

The core objective was to recommend a launch strategy for a wholesale cash and carry business across Maharashtra, answering the following key questions:

What is the current market structure including business models, players, and value chain?
Who should be the target consumer and what product categories should they offer?
What format should be adopted for the wholesale business?
What should be the rollout plan for the above strategy and the implementation roadmap?

Deliverables:

1. Provided detailed analysis of the wholesale business in India:

Benchmarking with the international players across – size, format, location, target customers, categories offered, private labels’ share, sourcing/supply chain, etc.
Competitor mapping for both existing C&C and traditional wholesale players – business model, performance, trade terms, sourcing/supply chain, services, etc.
Customer Mapping – trade terms with middlemen, existing pain points, experience & expectations with Wholesale chains, willingness to switch
Value Chain Mapping

2. Formulated business strategy:

Target customers and their profile
Category offerings including a brand mix
Store formats, locations, and target cities
Suppliers and procurement model
Rollout 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

4. Implementation Roadmap covering organization structure, infrastructure requirement, and pilot launch and roll-out plan

Business Strategy to Launch Multi-brand Sports Good Retail Chain

About the Client

A leading manufacturer and exporter of sports equipment, having presence in 130 countries, wanted to launch a chain of multi-brand sports goods retail outlets in India.

Project Objectives:

Core objective was to develop a business strategy to launch sports goods retail stores, answering the following key strategic questions:

What should be the appropriate positioning and who should be the target consumer?
What should be the product and brand mix for different categories?
What should be the operating model for the retail chain – owned or franchisee or mixed?
What should be the location and store strategy? What should be the roll-out plan?

Deliverables:

1. Provided detailed analysis of the sports goods retail industry in India:

Industry Overview: current market size of the sports goods industry, the share of organized- unorganized, category-wise market segmentation, detailed profile of target consumer, need gaps in the market, etc.
Competitor Mapping & Benchmarking: Intensity of competition from organized and unorganized sectors, the profile of major international players in this segment, etc.
Consumer Research: needs & expectations of consumers, frequency of purchase, reasons for buying, average yearly spend, etc.

2. Formulated business strategy:

Overall positioning and target consumers
Proposed retail format/s- size, merchandise & brand mix
Channel strategy
Rollout and expansion plan

3. Proposed branding and promotion strategy for the stores

4. Developed a 5-year business and financial plan as per the suggested strategy highlighting revenues, operating expenses, investment requirements, and working capital requirements.