Beverages, market entry
Bavaria
Launching a brand into a new market with no existing presence, and turning that absence into an advantage.
- entered from zero
- New marketentered from zero
- city and region selection
- Data-ledcity and region selection
- partners selected impartially
- Localpartners selected impartially
Services rendered
- Market entry
- Geo-marketing
- Agency selection
- Media strategy
- Retail & online marketing
The challenge
Entering a market where nobody knows you
Bavaria wanted to launch in a market where established competitors already held the shelf and the attention. Arriving as an unknown brand sounds like a disadvantage.
It also meant complete freedom. No legacy positioning to defend, no existing campaigns to be consistent with, and room to experiment with ideas an incumbent could not risk.
Geo-marketing: where to spend, and where not to
Rather than spreading budget evenly, we used data to identify untapped cities and regions where the brand had the best chance.
We weighed customer acquisition cost, potential revenue and market size against each other to get the most out of every euro, instead of buying national coverage nobody could afford to sustain.
The collaboration with Bavaria has truly been textbook-perfect. Their trust allows us to perform at our very best.
Think local: selecting the right partners
Bridging cultural differences meant working with local experts. We ran a structured and deliberately impartial selection process for the media agency, so the choice rested on fit rather than on relationships.
Once onboard, we worked closely with that agency to define a robust, data-driven media strategy and mix.
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, reinforcing each other
Together with the local Bavaria team we launched a targeted sampling programme, so consumers could actually taste the product rather than only see it.
We also saw an opportunity to gain an edge through an active online presence, where the established competition was underinvesting.
Results
Planning a market entry yourself?
Entering a new market or launching a new product asks different questions than growing an existing one. Where do you start, who do you work with locally, and how do you know it is working before the budget runs out?
We are happy to walk through the possibilities with you.