Market Entry Strategy Using Brand Research

How a global brand used research to set priorities for entering new markets

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Challenge

A global consumer brand was planning to enter two new regions. Leadership needed to know current awareness and perception in those markets, how they compared to incumbents, and where to focus go-to-market spend. Without that, they risked underinvesting in the right channels or overpaying for broad campaigns that didn’t land.

We were asked to run brand and market research in the target countries: aided and unaided awareness, consideration, key drivers, and competitor benchmarks—then turn the results into a clear market-entry and messaging plan.

Approach

We fielded a brand and market study in both target countries with nationally representative samples. We measured awareness, consideration, attribute ratings, and competitor benchmarks. We identified gaps and opportunities and produced a market-entry brief with recommended priorities for messaging, channels, and investment by segment.

Solution

We delivered a market-entry playbook.

We surveyed 600+ consumers in each market, with quotas by age, region, and category usage. We reported awareness, consideration, and key attributes for the client and three main competitors. Analysis highlighted where the brand had a natural fit and where it needed to build from scratch. We delivered a market-entry brief, messaging priorities, and a high-level channel plan. Timeline: 10 weeks.

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Discover how Intellimark can support your market entry with research that drives strategy.

Outcome

The brand entered with evidence-based priorities:

Metrics / Results

2 markets assessed with awareness and consideration baselines

3 competitors benchmarked per market

Market-entry brief used by regional and global teams

Channel priorities aligned with research findings

Fin.

Market entry without research is a bet. They had the data to place smarter ones.

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