Glocalities Work for an Innovative Food Start-Up Company

Glocalities helped a well-funded agrifood tech start-up identify their target audience and build its market entry strategy for the launch of a new and innovative type of vegetable.

BUSINESS CHALLENGE

Identify a tangible target audience based on a revolutionary food product
Explore the selected target audience to become familiar with their insights
Adjust the concept to fit the target audience and market trends
Develop a market entry strategy

GLOCALITIES SOLUTION

Using the Glocalities marketing program, we looked into the adoption curve model adjusted in particular to the specific product characteristics
Break down the market entry target groups into those who would be the first to buy and experiment with the product and the consumers who will buy it in a later stage of the product adoption curve.
Quantify and profile the groups
Discuss how the concept should be tweaked based on the groups’ preferences
Discuss which countries and cities should be the target of the first launch based on the insights, economic factors, and the company’s particular circumstances

*numbers and markets were changed to protect confidentiality of the client

BUSINESS IMPACT

We identified 4 consequent target audiences
Quantified and profiled the groups
Provided recommendations on how to further develop the NPD and the concept
Provided recommendations on which countries and cities to focus for the first launch
Provided directions for the marketing to increase the chances of the revolutionary concept being embraced by consumers

Authors

Mash Muravina

Sr. Research Consultant