Background & Issues
A French manufacturer of baby food is working to develop its sales on the Indian market. Already present in some thirty countries, our customer carried out several site visits with its international manager, but unfortunately failed to establish a suitable market penetration strategy. The company called on Salveo to accelerate, secure and develop its growth in this multi-billion euro market.
Our value proposition
Our New Delhi team is embarking on an extensive 8-month program of technological, commercial, marketing, competitive and regulatory intelligence gathering in 3 major cities across the country. The aim is to provide our customer with a detailed picture and analysis of this market’s potential and access conditions:
- Who are your competitors and what is their sales organization?
- What are the strategies of local manufacturers in terms of product formulation?
- How is demand evolving?
- What regulations and taxes apply to imported products?
We organized visits to pharmacies and parapharmacies, set up focus groups, interviewed consumers and gathered opinions from pediatricians, identified foreign brands distributed and active competitors, gathered anonymous information on pricing policy, observed distributors, studied the regulatory and fiscal environment, etc…
Finally, we analyzed and synthesized the data collected.
The benefits
Based on all this information, our customer is defining its location strategy, and is moving towards setting up a joint venture with a local manufacturer.
The Indian dairy market is worth over 100 billion euros. Demographics (+25 million births/year) and the country’s urbanization generate +20% growth in demand every year. This translates into sales prospects for our customer.
