Market Growth Strategy for Aviko

How Glocalities developed a market strategy to realize growth in a large emerging market

BUSINESS CHALLENGE
  • Build a fact-based marketing growth strategy
  • Based on an identified target audience and its similarities and differences between markets
  • Have a deep understanding of the consumer motivational values, cooking habits & preferences, & identifying the optimal brand positioning

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

GLOCALITIES SOLUTION
  • Through tailor-made research, we investigated food-related behavior and preferences, especially in the food category in question. This was combined with the existing Glocalitiess data on socio-motivational values and tone-of-voice data
  • Additional data was collected through internal interviews, market visits, and sales data
  • Workshops with teams to develop a marketing growth strategy and make sure that it is realistic and the key decision-makers are on board to ensure the success and the execution of the strategy

BUSINESS IMPACT
  • Deep-dives into the identified target audience per market
  • An overview of what unifies and separates markets and consumers
  • Development of a fact-based over-encompassing marketing growth strategy that combines a centralized unified marketing vision with the flexibility to adapt this vision to the particularities of each market
  • A structure that leverages marketing assets: Ideas, content, NPD, people

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


Authors

Martin Schiere

Principal Marketing Strategy Consultant

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+31 20 58 98 376

Maria Muravina

Research Consultant

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