Case Study: Expanding Market Share in Asia for Leading Contact Lens Provider
Growth Strategy | International Expansion | Go-To-Market Planning
Consumer products goods | Pharmaceuticals
CLIENT SITUATION
Develop a go-to-market plan to more effectively compete in a fast-growth consumer category between medical and cosmetics in Asian markets.
CHALLENGE
Local competitors in Asia had gained market share by expanding to cosmetic retail channels and online, moving the product from a medical vision product towards cosmetic accessories.
APPROACH
Phase 1: Define and Dissect
Working side by side with the internal strategy and marketing teams, we assessed each Asian country’s market dynamics, defined distinct consumer segments, purchase journeys, and developed a framework for identifying critical capabilities needed to win.
Phase 2: Understand Local Competitors’ Playbook
Through primary and secondary research methods, we identified the key winning strategies of local and multinational players.
Phase 3: Expand and Prioritize
We identified strategic options for expanding in these markets, considering build, buy and partner options and assessing the level of investment, risk, capability gaps for each option. We delivered a go-to-market plan and process for the largest countries in the region.
SUCCESS
Our work helped clarify the key challenges and opportunities in each country, and align the country managers and the division’s President on growth priorities and next steps required to research, pilot and scale in each market.
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