Client
Global Beverage Brand
Background
Hydration powder launch in the Philippines.
A global sports nutrition brand entered the Philippines market with powdered innovation, piloting across a non-traditional retail channel alongside e-commerce. The launch represented a structurally complex go-to-market challenge: a new product format, a new distribution channel with its own sales mechanics, and a consumer category sports hydration powders with established local competition and distinct channel dynamics.
An end-to-end performance monitoring framework was designed and maintained across the full value chain from manufacturing and supply chain through to go-to-market execution, retail, e-commerce, and consumer funnel. Monthly tracking covered distribution build-up, volume, rate-of-sale, same-store retention, financial margins, and competitive pricing.
Consumer sentiment was captured through a rolling five-wave tracking study. Field sales interviews and sampling incrementality analysis provided ground-level learnings on channel dynamics. All datastreams were synthesised into a comprehensive pilot evaluation and and Y2 planning framework.
Outcome
Pilot validated the product concept: consumer awareness, trial conversion and repeat rate – all have strong signals for a new category entry;
The new retail channel dynamics decoded: speed-to-sale of up to one-month, critical role of personal product experience for the sales;
Distribution learnings showed some logistical gaps, informing regional prioritisation and forecasting approach for Year 2 of the launch;
Y2 launch roadmap defined: forecast delivered with specific growth rates and identified priorities across line-up, e-commerce activation, and distributor capability development.
