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Case Studies

Lubricant Route-to-Market Strategy and Partner Search for Myanmar

The client is a market leader in India's lubricant market.

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Issue

Although the client was a market leader in India, they didn't have a strong brand outside of India. Myanmar was seen as a good potential market to target considering the strong growth potential and relatively lower market saturation compared to other countries in the Asia-pacific region. The client sought Solidiance's support to develop a comprehensive RTM strategy and find potential partners to enable them to launch in Q1 2017


Approach

Over 100 field interviews were conducted with a large number of stakeholders including distributors, workshops, retailers, logistics companies, end-users and the government entities with the objective of drafting the right market entry strategy for the client in a market that has recently witnessed a plethora of brands enter the market. Equally important here was to find a strong partner willing to invest and engage with a brand unheard of in the market.


Solution

Solidiance conducted a comprehensive market assessment to evaluate the market opportunity and competitive landscape to recommend the client the key regions to focus on within each customer segment, product portfolio, the ideal positioning of the client's brand and marketing activities needed to win the market. In addition, Solidiance screened potential distributors that were keen to engage with the client to distribute their lubricants in Myanmar.


Engagement ROI

The client has already met the shortlisted partners and currently finalizing the offer for the selected distributor in Myanmar for a scheduled market entry in Q1 2017. They are now keen to look at other Asian markets for further expansion.