MX CONSULTINGStrategy – Marketing – Sales – Organization – Data

for Asia

Case Studies

CASE STUDY #1

INDUSTRY: WINE & SPIRITS COUNTRY: ASIA (14 COUNTRIES)

Context & Objective

• In a growing whisky market, our Single Malt is only #3 in market share. The leading brands enjoy a prestigious image and wide distribution

• The objective is to become Asia’s #1 Single Malt brand in volume share within two years

• Project Owner: Chairman & Executive Committee

Our Role

1. We valued and prioritized the target countries and cities based on strict criteria

2. We evaluated and selected the products and price segments in which to compete

3. We explored relevant distribution channels and strengthened our approach to them

4. We adapted the brand communication for the targeted markets within Asia

5. We monitored and improved the execution of the sales and retail strategy for our brand

The Results

• Segment leadership achieved across 12 Asian countries in 18 months only

• Brand image boosted and Distribution multiplied by 3 with iconic outlets secured

MX CONSULTING

CASE STUDY #2

INDUSTRY: RETAIL / FASHION COUNTRY: GREATER CHINA

Context & Objective

• Fashion is a big business in China; ad campaigns are key in creating awareness. Our company has invested $ billions but budget is now capped.

• The objective is grow market share by 30% without increasing A&P

• Project Owner: Global CMO

Our Role

1. We researched key competitors’ marketing-communication campaigns and investments

2. We analysed and probed the effectiveness and ROI of our previous campaigns

3. We explored new communication channels with retail trade, influencers and buyers

4. We created an econometric model with an innovative marketing-mix

5. We monitored the performance of the new tools and fine-tuned processes

The Results

• +32% market share increase, above target, and contained A&P with clearer allocation

• Sustainable, fully integrated marketing-to-sales model and communication

MX CONSULTING

CASE STUDY #3

INDUSTRY: CONSUMER GOODS / TOBACCO COUNTRY: CHINA & TRAVEL RETAIL

Context & Objective

• China is a critical market for tobacco but it is led by strong local brands. Our product is hardly visible in a crowded segment

• The objective is to step into the luxury segment and take share from local competitors

• Project Owner: APAC Luxury Team

Our Role

1. We co-developed the innovative luxury SKU (product, packaging, price point)

2. We analysed the competition’s strong and weak points, and identified opportunities

3. We selected the distribution channels and set the retail and duty-free launch strategy

4. We developed a new communication platform exclusively for this new product

5. We trained the internal and customer-facing salespeople on this luxury tobacco brand

The Results

• New SKU sold out within 3 months and up to 20% market share taken from local competitors

• Boost in consumer brand equity and consideration as Luxury item & gift

MX CONSULTING

CASE STUDY #4

INDUSTRY: TECHNOLOGY / ELECTRONICS COUNTRY: SOUTH KOREA

Context & Objective

• In Korea, innovation and image are critical. Our imported accessories are technologically good but seen uncool and shadowed by local brands.

• The objective is to successfully launch and sell our imported device

• Project Owner: North Asia CMO

Our Role

1. We conducted market research with consumers on behaviour and local trends

2. We developed a positioning strategy to stand out from the competition

3. We adapted the global brand campaign to the domestic market

4. We negotiated and trained local trade channels, wholesalers and retail stores

5. We optimized marketing A&P expenses and aligned with other countries

The Results

• Successful Launch and Sales with excellent brand image ratings among consumers

• Created a new market space for our product while optimizing marketing spending

MX CONSULTING

CASE STUDY #5

INDUSTRY: BEVERAGES / JUICE COUNTRY: PHILIPPINES & SOUTH EAST ASIA

Context & Objective

• We are a juice brand but the drinks market is being overtaken by ice tea, especially in the mass entry level segment.

• The objective is to reposition our brand, create a new ad campaign, and keep our clientele

• Project Owner: Asia-Pacific CMO

Our Role

1. We interviewed consumers and identified the most important occasions and insights

2. We benchmarked the competitors’ offerings, packagings and propositions

3. We initiated the creation of new variants to complement the main product

4. We created the promotion and advertising campaign across multiple channels

5. We developed a new communication platform

The Results

• +53% in Net Revenue with a complete new proposition and +50% volume gain

• Retained our loyal customer franchise & pushed conversion to our new product

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MX CONSULTINGStrategy – Marketing – Sales – Organization – Data

for Asia

Contact

HONG KONG OFFICE

Email: hongkong@mx-consulting.com