Expanding Product Range to Key European Markets

Our client was looking at extending its very successful Spanish beauty product range into several other key European markets. An approach was required that identified the likely chances of success as well as the barriers the company might face over a 5-year period; together with a costed profit and loss evaluation based on assumed sales success/market share and all the associated costs of supply and marketing.

On our client’s behalf we invested in market data to fully understand the current landscape in terms of market size (adjusted for coverage), brands and trade channels and to evaluate (on a market-by-market basis) if there was sufficient ‘white space’ for the brand in question to be distinct and capable of differentiating itself in a mature category. Alongside our desk research and market data evaluation we also spoke with industry thought leaders (e.g. potential distribution partners, ex-senior category leaders) for their feedback on how they’d see a potential launch panning out and what the barriers to overcome would be as well as the potential commercial upside.

A clear and carefully constructed launch strategy was formulated based on information specific to each market that showed what a market entry strategy would look like in each country based on product supply costs and assumed trade and marketing investment levels; with some countries being de-prioritised and others forming the focus for international expansion by initially focusing on specific channels and retailers.