New Product Entry Strategy
- Cogito outlined the complete strategy for OTC entry by an FMCG player
- Besides looking at market parameters (size, growth, competitiveness, media clutter etc), Cogito examined the future potential of nearly 25 categories by understanding:
- Consumer attitudes and behaviour
- International trends
- Fit with company’s retail strengths
- Retail and distributor feedback
- Another critical aspect was understanding implications of legislation on branding and retail strategy
- Five categories were shortlisted for development in the immediate future
Market attractiveness study
- A well-known international foods brand was considering India as an export market
- Our approach involved understanding
- Indian market demographics
- Legislation and processes regarding imports of foods
- Indian food habits and attitudes towards fruits and vegetables
- Attitudes towards branded foods
- Retail and distribution frameworks
- A framework for entry strategy was developed, which included recommendations on pricing, product and distribution
Market attractiveness study
- Client was a very well established processed foods exporter from India, however had no presence in the Indian Market
- The client was evaluating an entry into a specialised foods category in India
- Our approach involved understanding
- Indian market dynamics in the category
- Legislation and processes regarding the category
- Indian food habits and attitudes towards processed foods, fruits and vegetables
- Attitudes towards branded foods
- Retail and distribution frameworks
