Beverages, market entry
Bavaria
A new brand, three new SKUs, one new market: Japan. Now on its way to becoming the country's number one imported beer.
- new market
- Japannew market
A new brand launched in one of the most competitive beer markets in the world.
- new SKUs
- 3new SKUs
Three new beverages, from concept to shelf.
- in sight
- No. 1in sight
On its way to becoming the largest imported beer in Japan.
Services rendered
- Brand introduction
- Marketing strategy
- Agency selection
- Initial exploration
- Market research
- Agency management
The challenge
Launching into new markets
PMGT actively supported Bavaria in the conception, development, and successful launch of a new beer concept, specifically crafted for Japan.
The Japanese market is vast, fiercely competitive, and largely dominated by a select group of key players.
To succeed in such environment, a smart, data-driven approach was essential to outmaneuver established competitors.
Bavaria approached PMGT with an open-ended brief. They had already decided on the country and on introducing a specific type of beer, but every other aspect still needed to be defined. By truly collaborating and blending the expertise of both PMGT and Bavaria, we achieved a very successful launch of three new SKUs. Today the brand is on its way to becoming the number one imported beer in Japan. In this case study, we explore the pivotal decisions we faced and detail how PMGT supported Bavaria throughout this remarkable introduction and market expansion.
PMGT provided excellent guidance during this challenging brand introduction. They continue to support us in various areas, and we look forward to expanding into more countries with their help soon.
Project approach
Following a series of strategic sessions and an initial exploration, we traveled to the target market for extensive field research, supported by a consumer preferences study.
Armed with these insights, we worked alongside Bavaria’s team to finalize a marketing strategy, define brand essentials, and ultimately select the three new SKUs.
Geo-marketing was a key element of the strategy, ensuring resources were allocated effectively to maximize impact. By leveraging data-driven insights, we identified opportunities to focus efforts where they deliver the strongest results.
The collaboration with Bavaria has truly been textbook-perfect. Their trust allows us to perform at our very best, and we’re committed to helping them sell many more hectoliters in the future.
Bypass the competition
Bavaria held a significant advantage over established competitors: we entered the market as a new brand with complete freedom to operate.
This allowed us to experiment with innovative ideas. We transformed our lack of presence into a strategic advantage.
As a newcomer, we also had the flexibility to craft a tailored approach. Through data analysis, we identified untapped consumer segments and trends, allowing us to position Bavaria in a way that resonated strongly with local preferences.
We carefully balanced factors such as customer acquisition cost (CAC), potential revenue, and market size to maximize ROI and ensure that resources were directed toward the most promising opportunities. This strategic focus laid the foundation for a highly successful market entry.
Think local: Agency selection
To bridge cultural differences, partnering with local experts was crucial. We conducted a highly structured and impartial tender process to select the most suitable creative and media agencies. This rigorous approach ensured that each partner was chosen based on expertise, alignment with project goals, and a proven ability to deliver results.
Once onboard, we worked closely with the media agency to define a robust, data-driven media strategy and mix. The creative agency, selected through the same meticulous process, developed all assets and point-of-sale materials to ensure a cohesive and compelling brand presence.
Together with the local Bavaria team, a targeted sampling program was launched, enabling consumers to experience the new beverages firsthand and fostering an immediate connection with the brand.
It was a great challenge to launch this brand. Based on data and insights, we were able to make the right choices
Retail and online marketing
We also identified an opportunity to gain a competitive edge by leveraging an active online presence. Through targeted advertising and special promotions, such as a chance to win a major prize, we captured significant consumer interest. Within just two months of the launch campaign, we attracted over 150,000 visitors to the website. This provided Bavaria with invaluable insights into its new market and potential customer base. Ultimately, the launch was a resounding success.
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Results