MARket ENTRY

How Incite Helped a Category-Leading Snack Brand Expand into Singapore and Malaysia, Generating a Target USD $270,000 Revenue in Year One

 

The Client

A category-leading snack and confectionary brand in their domestic market engaged Incite to provide Market Entry services.

The brief

Select and appoint a full-service importer and distributor covering Singapore and Malaysia markets to supply all major mid-to-premium online and offline grocery channels, and manage online and in-store promotions.

 

The approach

Based on the brief, Incite identified and targeted 26 on-the-ground importers and distributors in Singapore and Malaysia that were a good potential fit for the client and engaged them using our distributor appointment process.

This process includes initial discovery, a commercial viability exercise by the distributor, a structured sampling review and then the submission of detailed business plans by distributors with follow-up interviews to determine the selection of a sole distribution partner.

Our client was involved throughout the process and was able to make decisions at key milestones and had the final decision on the distributor appointed.

The appointed importer/distributor

A market leader in the distribution of international snacking products in Singapore and Malaysia serving mid-to-premium online and offline grocery channels, and mid-to-premium food service customers.

Target number of grocery distribution points in year one

150 physical stores in Singapore including Cold Storage, FairPrice, and Sheng Siong, and online platforms including Red Mart and Amazon.

160 physical stores in Malaysia including Jaya Grocer, Village Grocer, Ben’s Independent Grocer, AEON, Cold Storage, and Mercato, and major online platforms.

Timeline

It took 5 months from Incite starting work to products being available in-market.

RESULTS

  • Total forecasted Year-one gross FOB purchases revenue: USD $270,000

  • Total forecasted listing fee and marketing investment: USD $95,000

  • Forecasted year-one net FOB purchases revenue: USD $175,000

  • Current volume: Monthly to Bimonthly 1 x 40’ FCL

NEED SUPPORT WITH YOUR STRATEGY?

We will help you to quickly determine the right markets and entry model for your products, understand the local regulations and develop the perfect pitch to take your product to market. Then, we will partner you with the right distribution partner and get sales moving.

You’ll benefit from our commercial experience and insights gained over 12 years of successful food and drink brand launches across Asia.