-
The Client:
A category-leading natural drink brand in their domestic market in the U.K.
The Brief:
With a commercial interest in expanding into the South Korean market, the client wanted to assess the market opportunity from an on- the-ground perspective to avoid very costly mistakes and time wasted.
Our Approach:
Incite completed an in-depth market analysis in the premium, natural, bottled juice category in South Korea. Areas of focus included the target distribution channels and investment required to enter these stores, the competitor pricing tier and the suggested price position for selected SKUs (including relevant supply chain margins).
Channels & target stores: Incite provided a channels and investment workbook that broke down the relevant premium grocery (supermarkets), convenience stores and chain cafes with the exact investment requirements (listing fees and A&P costs) to enter these stores under a distribution partnership model.
Competitors: Incite provided a complete overview of leading competitor brands within the category with planogram images, on-shelf pricing and then recommended a suggested target price position for the client’s products.
The Results:
Based on the in-depth research and findings, the client made an informed decision that they were not ready to enter the South Korean market and implemented the work completed by Incite to properly restrategise for future market entry. The information provided was imperative in saving the client wasted time and financial investment. They are now looking towards the future with optimism, confidence, and precision.
-
The Client:
A category-leading dairy brand in their domestic market in the U.K.
The Brief:
After establishing a dominant position in their dairy subcategory (yogurt and granola pots) in the U.K. and undergoing a brand refresh, the client was ready to explore and establish new export markets in Asia, specifically Singapore and Hong Kong.
Our Approach:
In order to replicate the client’s success in the U.K. in Singapore and Hong Kong, Incite proposed and implemented a complete market entry strategy which included Market Analysis all the way through to Account Management:
Stage 1: Market Analysis
Stage 2: Market Validation
Stage 3: Distribution Partnerships
Stage 4: Market Activation
Stage 5: Account Management
The Results:
Incite appointed leading dairy category distributors in Singapore and Hong Kong to launch the brand in a highly competitive category. Through these strategic relationships, the brand secured placement in the most relevant grocery outlets available in both markets:
Singapore Grocery Channels
FairPrice Finest
Cold Storage
Sheng Siong
RedMart
Hong Kong Grocery Channels
Wellcome
ParknShop
Panda Mart
-
The Client:
A supplier of heath-based functional beverages.
The Brief:
Select and appoint a full-service on-the-ground importer and distributor in Hong Kong to service relevant grocery, food service and specialty health and wellness focused channels.
Our Approach:
Hong Kong is a very competitive market and consumers have high expectations for products and brands that they identify with. In order to find the best potential partner, Incite engaged 13 importers and distributors in Hong Kong that fit the below criteria:
Relevant distribution coverage
A proven track record in the distribution of high-quality beverages in the Hong Kong market
Strong marketing, promotion, and merchandising capability
A stellar reputation in the local market
After screening the 13 distributors, Incite moved 8 strong candidates forward to a sampling review who then each submitted a detailed distribution plan for the client’s approval. Following a robust interview process, the leading distributor in each market was officially appointed by the client and the first order was successfully shipped to each market.
The Results:
The client started with zero presence in Asia and in less than a year, they have secured placement in Hong Kong for their major SKUs in 8 Pure Fitness locations, HKTV Mall and 11 other health and wellness retailers.
In support of this partnership, Incite has created and launched the brand’s Hong Kong social media program with Instagram and Facebook accounts. By managing every aspect of this program including content creation, ad campaigns, giveaways and community management, Incite has seen the account engagement grow significantly in a short period of time, as well as noticeably increased sales during high activity months.
Using Incite’s account management service, the brand will see significant growth in 2024 with the launch of new SKUs into the market. By proactively vetting new potential retailer and food service opportunities and marrying creative solutions, Incite and the client have secured distribution for their new product line with a major commercial airline and in vending machines in high traffic locations around Hong Kong, which will build the foundation for further expansion into target larger retailers.
-
The Client:
A category-leading snack and confectionary brand in their domestic market.
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.
Our Approach:
Utilizing Incite’s proprietary Enter New Markets process, Incite engaged 26 on-the-ground importers and distributors across Singapore and Malaysia that were a good potential fit for the client. This process included a commercial viability exercise by the distributor, a structured sampling review and then the submission of a detailed business plan from each distributor. After thoroughly interviewing each candidate, an exclusive distribution agreement was signed with a market leader in the distribution of international snacking products in Singapore and Malaysia.
The Results:
After entering Singapore and Malaysian markets backed by a well thought out marketing and promotion plan, the brand has quickly grown into a well-recognised snack brand. They have secured placement in major retailers in both markets, including Fair Price and Cold Storage in Singapore, and Village Grocer and Jaya Grocer in Malaysia.
Incite’s Account Management service has played a pivotal role in not only entering these new markets, but also expanding distribution into more locations with leading retailers. Incite not only supports the distributor with growing distribution and managing sales cycles, but a crucial element of the brand’s growth has been due to the proactive logistical and marketing support that Incite’s account management team has provided. This includes managing order cycles to ensure that the market has healthy stock holdings at all times and facilitating market visits by the brand’s mascot for marketing and promotional initiatives.