Consumer Goods

Private label producer and major European retail chain

A major European retailer and producer of several food and non-food categories developed a new premium mineral water brand. The question then was how to identify attractive markets for an internationalization strategy of this premium mineral water. Arthur D. Little, besides identifying target markets also developed a detailed market entry strategy.

Challenge

  • The client is a major European retailer and producer of several food and non-food categories
  • Following a growth path, the client developed a new premium mineral water brand and asked for the identification of attractive markets for an internationalization strategy of the premium mineral water
  • Besides of the identification of target markets a detailed market entry strategy was needed

Approach

  • Arthur D. Little conducted a concept test within 8 markets and a KPI review regarding size of the target segment, growth potential and competition
  • After the prioritization of two target markets the approach was
    • Detailed analysis of the selected markets (retail channels, competitors, consumer)
    • Development of a market entry strategies incl. a detailed long- and shortlist of potential customers
    • Description of a commercialization concept
    • Development  of a business case

Value

  • Arthur D. Little made a final recommendation for distribution channels within the two markets based on detailed market analysis
  • The commercialization concept allowed for a direct use in order to present the core values 
  • The client received a detailed shortlist out of an extensive long list of potential customers within the recommended retail channels for both markets  
  • Furthermore the client obtained a business case with three different scenarios for a market entry strategy within the two markets

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