Uncovering the Go-To-Market Intentions of a Global Giant in the CPG Space

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Uncovering the Go-To-Market Intentions of a Global CPG Giant

CASE STUDY

UNCOVERING THE GO-TO-MARKET INTENTIONS OF A GLOBAL CPG GIANT WWW.FULD.COM

Why Choose Fuld?

This was the first time we had done a project like this and actually had so much information, pre-competitor launch, that we almost didn’t know what to do with it as an organization. It has been invaluable for us to work closely with Fuld in order to better understand the product category from the competitor side and as a learning experience for us as an intelligence unit and a company.

− Product Intelligence Specialist from the company

Client Testimonial

http://www.fuld.com/


An 800-pound Gorilla on the Horizon Case Overview

A leading manufacturer of an everyday personal hygiene products had been hearing rumors that one of the giants in the wider Consumer Packaged Goods (CPG) space planned to enter the product category with a bang—an investment of hundreds of millions and an aggressive plan to stay in for the long haul. Through competitive and market intelligence, Fuld + Company was able to confirm the relevant rumors, detail the competitor’s go-to-market strategy, and – most importantly – determine far in advance the timing of the competitor’s entry. With a clear picture of the time and nature of the coming battle, our client was able to put in place strategic countermeasures to protect its market position.



A Formidable Competitor Under Pressure Key Business Challenges

Historically, the competitor had been an active player in the personal hygiene space, but in recent years had abandoned the category. Because the company was not known for making ‘me-too’ products, its market re-entry would likely involve considerable product innovation as well as market muscle. Facing increasing competition in its existing product lines, the potential competitor was also under intense pressure to grow through new products, especially in categories that offered superior margins. If they entered the market, they would undoubtedly seek to wrest significant market share around the world from our Europe-based client.



Rumor Has It Key Business Challenges

Lacking a fully-developed competitive intelligence capability, our client engaged us to:

Validate the rumors of the potential competitor’s market entry

Understand in detail the competitor’s strategic and operational intentions in the specific category, including its branding, product positioning, and launch strategies

Highlight the implications for our client and identify specific actions they should take to defend their market



Mapping the Competitor’s Go-To-Market Strategy The Fuld Approach

Combining our capabilities in competitive intelligence and expertise in go-to-market analysis, we were able to:

Establish a likely launch date of the competitor’s product nine months out

Determine key geographical launch markets and the staging of the new product rollout

Project investment levels as well as decode the marketing and ad mix

Identify the competitor’s key “launch” retail partners as well as potential B2B customers



Room to Breathe and Opportunity to Prepare Key Business Impact

Our client, knowing that they had nine months breathing space, was able to weigh strategic options, including the pricing and positioning of its products, and to prepare to meet the threat as it unfolded in specific geographies. In addition, they were able to lock B2B customers into longer-term supply contracts before the competitor’s intentions became public knowledge, thus hindering competitor success in the most lucrative space of all.



Raising the Competitive Intelligence Quotient of the Organization

The Fuld Review

Because the client was new to Fuld + Company and possessed only a nascent competitive intelligence capability, we took great care to collaborate closely with them not only on substance, but also on the art and science of the discipline. We took them step by step through our process, transferring knowledge and providing frequent and regular updates at every stage of the two-month project. As a relatively new part of the client company, the intelligence group did not, initially at least, have the ear of top management, which we were able to address through a workshop designed to make sure they knew how to get a hearing for the all-important findings of their project.



Think a similar solution could work for your organization?

CONTACT US fuld.com/solutions


http://bit.ly/contact-CPG



NORTH AMERICA

Global US Headquarters 131 Oliver Street , 3rd Floor | Boston, MA 02110 | USA | +1 617 492 5900

EUROPE London: 20 Conduit Street | London W1S 2XW | United Kingdom | +44 (0) 7659 6999

ASIA PACIFIC Manila: 3402 One Corporate Centre | Julia Vargas cor. Meralco Ave. | Ortigas Center, Pasig City | Philippines | +63 (0) 706 3292

About Fuld + Company

WHO WE ARE

Since 1979 Fuld + Company have pioneered competitive intelligence, and today we work with leading companies worldwide to deliver the competitive and market insights they need to make better business decisions. We don’t rest on our history and past successes. This means working hard to deliver uncompromising analysis that generates sound advice and earns us enduring partnerships with our clients.

WHY CHOOSE US

We are driven to expose our clients to insights about their industry, their competition and a changing market; designed to help avoid surprises and industry shocks. Through deep research, penetrating analysis and strategic gaming + advisory expertise, our team of professionals help you identify and solve tactical and strategic challenges. We help reduce the risks associated with business-critical decision making.

COMPETITIVE + MARKET INTELLIGENCE

Competitive + Brand Insights

War Games / Competitive Simulations

Market Analysis, Share + Sizing

Supply Chain Mapping

GO-TO-MARKET STRATEGY

Brand + Product Positioning / Launch Support

Product Portfolio Roadmap

New Market Entry / Segmentation

Value Chain Analysis

Life Cycle Management

Win / Loss Bid Support

CORPORATE STRATEGIC PLANNING

Early Warning + Scenario Planning

Sales Force Effectiveness

Merger/Acquisition + Licensing

Innovation Strategy

Business Model / Industry Convergence



http://www.fuld.com/services/




Uncovering the Go-To-Market Intentions of a Global Giant in the CPG Space

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