Our client is a major beverage company historically focused in Asian and European regions, yet with a mandate to aggressively diversify into new developed and emerging regions. While the company markets dozens of successful brands in its home region, it understood that entering a new one would require not only multiple Routes to Market (RTM), but also a brand portfolio made up of existing/adapted brands, and acquisitions inside the targeted new markets. This was especially true of Latin America, an attractive “white space” region where it had no experience.
To identify the right Region entry model, we designed and implemented a phased approach. From our extensive knowledge of Latin America beverages, we quickly developed an industry situation assessment and market/category overview, identifying the key strategic opportunities. We then increased the by-market granularity, identifying and prioritizing local M&A target opportunities for brands and RTM, with tailored approaches to each. Finally, we sorted our clients international portfolio of brands and screened the right ones via quantitative consumer research.
The Company obtained a roadmap for phased entry, approving a set of markets, RTM, M&A and organic brand portfolio priorities. Our client was able to quickly launch the resulting Action Plan.