How we researched and developed a strategy to expand a brand in new international markets
Lypsyl product range
Challenge
To understand the global lip-care market, key trends, and also competitor strengths and weaknesses. All in order to focus Lypsyl brand development and international expansion.
Approach
- Secondary research plus management team interviews to obtain supplementary insights and also discuss issues and opportunities.
- Review of internal sales and market information.
- Review of secondary toiletries marketing and research sources. These included libraries, the Internet, retail trade, companies’ websites, and also published research.
- Creation of spreadsheet model to analyse and prioritise market opportunities. This covered some 100 markets or countries.
- Analysis followed finally by a debrief and working session.
Results
Provided comprehensive understanding on international lip-care markets and prioritised market entry opportunities. Also provided insight platforms and recommendations to develop the Lypsyl brand. Lypsyl has now been relaunched and successfully expanded into new international markets.
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