New market entry strategy

SITUATION

Objective:

Develop the marketing strategies to launch portfolio of eight brands in Canadian market

Situation:​

• Regulations have passed that allow this consumer products company to launch its portfolio of brands in Canada
• Need to develop marketing plan that is financially viable and relevant to Canadian consumers
  

APPROACH

Performed several market analyses to inform marketing strategies:

• Estimated market size & growth for each product category
• Performed competitor analyses including key differentiating factors
• Evaluated customer segments along sizes, growth, demographics, purchase behaviours, needs, etc.
• Researched product trends, forecasted product innovations and competitor assortments
  

 

DELIVERABLES

Based on market analyses:

• Determined estimated market share for each product category
• Selected which customer segments to target for each brand
• Articulated each brand’s unique value proposition vs. competition
• Established initial product assortment to launch in Canada

Developed business case for new product lines

Recommended actions for initial go-to-market strategy for each brand