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The
Problem:
Market
Entry:
Emerging
Geography
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© 2009-2010
V&C
Group
International,
LLC.
All
Rights
Reserved
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The
Client's
Marketing
Challenge:
This
global apparel
company wanted to enter an emerging market with their full range of
products. Some of their products had
already entered the market, but they had little or no control over the
location.
The
client had to
discern how their products were actually reaching consumers in market. With this knowledge, they could manage their
product portfolio and distribution strategy to stay in sync with their
brand
identity |
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What
We
Did:
We
performed
a
thorough
analysis
of
the
previous year's sales data and identified which product range was best
suited
for sale through which type of retailer. Then
we
analyzed
reference
outlets
in
terms of their clientele and
location to derive the relationship between the brand and its customers. Finally we used the two data set to give
guidance on the product portfolio as well as retail outlet profile.
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How
We
Did
It:
Our world
class analytics team performed a number of analyses to solve the
problem, predominantly using cluster
analysis to get
the insights the client needed.
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