Construction & Building Materials
Entry Strategy and Partner Selection for One Component Foam (OCF) Product in India
Client Challenge
Our client, a subsidiary of a US-based parent company, sought UC’s expertise to introduce its One Component Foam (OCF) product into the Indian market. This initiative was driven by the Safety & Construction division’s aim to expand their global footprint into India’s gap sealants and fillers industry.
Our Approach
- Initiated with a comprehensive understanding of the gap sealants and fillers market in India, including product classifications, application mechanisms, substrate compatibility, and regulatory requirements.
- Utilized the “Playing to Win” framework by Roger Martin to craft a strategic entry plan.
- Conducted market sizing and competitor profiling to assess market potential and competitive landscape.
- Analyzed customer buying behavior to identify segments, influencers, selection criteria, and unmet needs.
- Developed a “Where to Play” strategy based on key market insights and customer segmentation.
- Explored channel landscapes and best practices to determine optimal routes to market.
- Formulated a value-based pricing strategy aligned with product positioning and market expectations.
- Implemented a partner profiling framework to shortlist potential collaborators from a pool of 200 companies using a rigorous 5-level filtration process.
Results
- Delivered a detailed entry strategy outlining market opportunities and competitive positioning for the OCF product.
- Provided insights into partner selection with a focus on identifying strategic alliances conducive to successful market entry.
- Developed a comprehensive pitch pack to facilitate the client’s brownfield entry into the Indian market, aligning with their strategic objectives and market realities.