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Channel Strategy for Emerging Markets

Channel Strategy for Emerging Markets


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Identifying New Category and Product Opportunities
New Category and Product


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Feeding the Innovation Funnel

Feeding the Innovation Funnel


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Targeting and Brand Building

Targeting and Brand Building


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Channel Strategy for Emerging Markets

Channel Strategy for Emerging Markets

Problem/Opportunity
To formulate channel and sub-channel marketing strategies in four Oceanic markets for a pet food brand with a multiple distribution channels, the company needed to know what proportion of resources to invest in which channels and where their communication spend would have the most influence upon end user brand uptake.

Approach
360 degree qualitative interviews and group discussions understood; the needs of each channel, their role in influencing the consumer and the opportunity gaps. Needs, behaviour and influence were then quantified to verify the role of each channel

Result
Strategic action plans co-developed by regional and local teams, which identified the channels to focus upon and which influencers to invest in, are now based on accurate detailed knowledge of the local market but build upon learning and successes across markets

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