Product launch and India Positioning Strategy for an International Milk Food-based brand

KEY QUESTIONS

  • Identify key consumer target groups and gauge adoption willingness and brand affinity in category
  • Select product variants to be rolled out in key Indian markets 
  • Define product packaging associated with each variant

APPROACH

  • Consumer Research – blinded and branded product testing, in-depth consumption characteristics interviews
  • Trade Interviews – potential and competition channel partner interviews on price build-up and incentive schemes
  • Expert Interviews – regulators, industry veterans
  • Secondary Research – census, local news, market sentiment

RESULT

  • Recommended product positioning and pricing strategy 
  • Recommended product packaging characteristics