CASE STUDY

BACKGROUND

A multinational specialising in the alcoholic / non alcoholic beverage market was ramping up its international growth agenda. The MNC was already operating in 93 global markets and had been present in India for a number of years, mainly active in the wholesale market. The MNC had market knowledge and had established good connections in India. For a number of years, India had been identified as a key target for its major product line.

THE CHALLENGE

As a late entrant into the market, the MNC was looking to move to the next level in India. However, plans were hampered by a perceived adverse tax regime and a difficult regulatory environment. The MNC was unsure how to maximise returns at the lowest risk. Meantime, the market was becoming increasingly crowded, with many established international and local players.

Against stiff competition and in a high growth market, the MNC needed to act fast.

THE SOLUTION

Initially, Sannam S4 was requested to deliver an independent review covering:

A detailed understanding of the market opportunity - consumer awareness and interest.

A detailed understanding of the regulatory framework.

A strategy for market development, delivering options for the key product line. This to include regionalisation, manufacturing feasibility studies, identifying the distribution networks, routes to market and the marketing strategy.

The research results identified a small ‘window of opportunity’ for the MNC to generate a substantial new revenue stream in India. However, ‘speed to market’ was vital.

As a result, the MNC adopted the solution, allowing the client to gain a larger Sannam S4 LaunchPad™footprint in the Indian market.

The platform provides access to ‘on the ground’ expertise, capable of supporting the Sannam S4 LaunchPad™client’s agenda in India. From the point the green light was given, the MNC was up and running with a dedicated, experienced and professional, manager active in the field and sited in a world class office environment, for prospective meetings, within ten weeks.

MNC – Food & Beverage

Moving to the next level in a competitive market

Service: LaunchPad™

INDIA CHINA BRAZILI I consult@sannams4.comwww.sannams4.com

CASE STUDY

THE RESULTS

Sannam S4 delivered:

An immediate, full time, local market development presence in India (without the need for a legal entity).

A professional local management team to monitor and support the activities of the client.

A strong distribution structure, from identifying, due diligence and setting up distribution partners and routes to market.

A pricing strategy based on consumer acceptability, corporate targets and costs of production.

A product strategy based on consumer research and taste acceptability covering product trials, focus group tasting and educational sessions.

An effective, professional marketing presence. A marketing strategy was developed and implemented. This included:

Developing local brand advocates e.g. business communities, assocns, formal tasting sessions/ clubs.

Partnerships with other luxe brands to engage the target markets, including joint promotions and tasting sessions.

Developing a strong PR presence.

In summary, Sannam S4 enabled the MNC to swiftly and effectively develop a stronger foothold in the Indian market at minimum cost and risk.

Sannam S4 LaunchPad™ delivered a strong platform for growth and provided the flexibility to allow the client to transition into alternate delivery models, as and when the organisation and the market is ready.

INDIA CHINA BRAZILI I consult@sannams4.comwww.sannams4.com