The Challenge

Our client, one of the largest privately held food and agribusinesses in Australia, had identified 6 key categories of brands from their portfolio for potential launch in China.

They engaged us understand the market opportunity across all brand lines before determining which to activate.

Our Journey

Our stage gated approach entailed an upfront category ‘scrub’ to really understand the landscape of each of the potential categories across the marketing mix. Subsequently, we conducted an online feasibility study which resulted in the identification of a category with the highest potential for our client to win in market. We then moved into a qualitative phase to build out our client’s marketing mix.

 

The Result

Our white space identification for our client presented clear guidance on which brands to optimise for China and how to launch them.