How can you devise an effective go-to-market plan when introducing a new product category?
In 2020, h2\ worked alongside a multinational alcohol beverage company to identify and measure the opportunity associated with a white space in the growing No / Low segment. The project was especially challenging because it involved a “new-to-the-world” product, where historical demand data was inexistant and where understanding potential adoption was difficult. It was also a challenging environment in which the Covid-19 crisis completely altered consumer behaviour across both on-trade and off-trade channels as well as their attitudes and relationship with alcoholic and non-alcoholic beverages.
We carried out an extensive quantitative and qualitative research study that explored consumers’ expectations and attitudes towards drinks in different contexts. The quantitative research helped structure the consumer landscape and identify key segments with regards to their overarching logics. The qualitative research phase helped dive into key segments of interest and test the appeal of the product and its brand.
Once the diagnosis was finalized, we used this a steppingstone to help create a go-to market strategy. This included identifying the target consumers, clarifying how to position the brand to these consumers, working on the tactical execution of such a launch (including the launch price and the distribution approach), and modelling the sales potential of the product.