Cogito outlined the complete strategy for OTC entry by an FMCG player
Besides looking at market parameters (size, growth, competitiveness, media clutter etc), Cogito examined the future potential of nearly 25 categories by understanding:
Consumer attitudes and behaviour
International trends
Fit with company’s retail strengths
Retail and distributor feedback
Another critical aspect was understanding implications of legislation on branding and retail strategy
Five categories were shortlisted for development in the immediate future
Market attractiveness study
A well-known international foods brand was considering India as an export market
Our approach involved understanding
Indian market demographics
Legislation and processes regarding imports of foods
Indian food habits and attitudes towards fruits and vegetables
Attitudes towards branded foods
Retail and distribution frameworks
A framework for entry strategy was developed, which included recommendations on pricing, product and distribution
Market attractiveness study
Client was a very well established processed foods exporter from India, however had no presence in the Indian Market
The client was evaluating an entry into a specialised foods category in India
Our approach involved understanding
Indian market dynamics in the category
Legislation and processes regarding the category
Indian food habits and attitudes towards processed foods, fruits and vegetables
