Business Situation:

A leading OTC Manufacturer was looking to expand its footprint into emerging geographies . They wish to launch in the new market with a right entry
strategy with respect to product, pricing, positioning, distribution, media spends, timing and long run financial viability.

The Task:
Conduct a market structure analysis to help client understand the key value drivers in the new market and their impact on a new market entrant.
Also, help the client sequence a launch strategy in the new market so as to derive the best Return on Investments.

Analytical Framework:
We conducted a Market Structure Analysis to assess the size of prize, right to win and an order of magnitude forecast for a new entrant. A simulator
was developed to identify at a micro level, the best products to launch in the new market. A fitment exercise was then conducted to analyze if this
product matches any of the clients current global offerings. If so, a detailed product portfolio is designed to launch the most suited product variant. If
not, the manufacturer is able to ascertain if R&D is worth their investments.

Detailed 360
0
Landscape Assessment











Based on above analysis, we created a Order of Magnitude Forecast simulator - OOMF to evaluate scenarios and create an optimal portfolio
to help build the launch strategy and sequence and time the new product launch in the market in order to uphold the long term financial goals
and vision of the company









The Result:
Client understood the key value drivers in the new market and was able to simulate the order of entry and timing of the launch based
on which a launch decision will be made to help meet the companys long term financial and sales goals.
Analytics in Action
How Marketelligent helped a leading OTC Company launch New
Products in Emerging Markets
Historic
Category
Trend Analysis
Competitive
Landscape
Assessment
Impact of
Macro and
Demographic
factors
Trade & Govt.
regulations
Changing
Consumer
Behavior
360
0

Assessment
Product
Pricing
Marketing spends
Distribution
Timing
Market Entry Strategy
YOUR PARTNER FOR
DATA ANALYTI CS SERVI CES
MANAGEMENT TEAM
GLOBAL EXPERIENCE.
PROVEN RESULTS.
Roy K. Cherian
CEO
Roy has over 20 years of rich experience in marketing, advertising and media
in organizations like Nestle India, United Breweries, FCB and Feedback
Ventures. He holds an MBA from IIM Ahmedabad.
Anunay Gupta, PhD
COO & Head of Analytics
Anunay has over 15 years of experience, with a significant portion focused
on Analytics in Consumer Finance. In his last assignment at Citigroup, he was
responsible for all Decision Management functions for the US Cards
portfolio of Citigroup, covering approx $150B in assets. Anunay holds an
MBA in Finance from NYU Stern School of Business.
Greg Ferdinand
EVP, Business Development
Greg has over 20 years of experience in global marketing, strategic planning,
business development and analytics at Dell, Capital One and AT&T. He has
successfully developed and embedded analytic-driven programs into a
variety of go-to-market, customer and operational functions. Greg holds an
MBA from NYU Stern School of Business
Kakul Paul
Business Head, CPG & Retail
Kakul has over 8 years of experience within the CPG industry. She was
previously part of the Analytics practice as WNS, leading analytic initiatives
for top Fortune 50 clients globally. She has extensive experience in what
drives Consumer purchase behavior, market mix modeling, pricing &
promotion analytics, etc. Kakul has an MBA from IIM Ahmedabad.
ADVANCED ANALYTICAL SOLUTIONS
MARKETELLIGENT, INC.
80 Broad Street, 5th Floor, New York, NY 10004
1.212.837.7827 (o) 1.208.439.5551 (fax) info@marketelligent.com
CONTACT
www.marketelligent.com
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