A leading sports nutrition manufacturer contacted ExecuteNow to expand their
global presence. This seemingly brief directive led to an extensive consumer
focused plan to ultimately identify the optimal ROI.
The first step was to identify the country/market that offered the greatest
category growth. Using secondary data sources, category size and growth
potential was measured across 15 countries.
Brazil was ultimately selected as the market of focus because the sports nutrition
represented an emerging category with great growth potential. The current
landscape in that country is fragmented and localized indicating a receptivity to
switching behavior. ExecuteNow personnel observed this locally, as we visited
Brazil to understand current dynamics.
A mix of different methodologies were utilized to optimize positioning and
facilitate a successful launch. Included in these techniques were anticipated sales
volumetrics, providing our client with a “floor” on sales.