30 Years – India’s Strategy Boutique
30 Years – India’s Strategy Boutique

Crop & Food Science

Go-to-Market Strategy for a French Multinational in India's Bakery Fats Market

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Client Challenge

Our client, a French multinational involved in international trade, sought to enter the bakery fats market in India. They tasked UC with formulating a go-to-market strategy to assess the market’s attractiveness and determine how they should position themselves. The focus was on the North and West regions of India for bakery fats and a high-level overview of lauric fats nationwide.

Our Approach

  1. Market Research:
    • Conducted primary research with industry experts and competitors’ sales personnel to understand market dynamics, segmentation, competitors’ share, growth factors, and rates.
    • Engaged in on-ground primary research across key cities (Mumbai, NCR, Pune, Kolhapur, and Lucknow) to gather insights from mom-and-pop bakeries regarding their needs, brand preferences, and competitor analysis.
    • Conducted primary research with distributors in these cities to assess competitors’ distribution strengths and weaknesses, working capital challenges, and channel performance.
  2. Go-to-Market Strategy Formulation:
    • Developed a strategy for each city based on geography, customer preferences, distribution channels, product offerings, and pricing.
    • Outlined organizational and internal capability requirements for executing the strategy effectively.
    • Conducted a high-level analysis of potential partnerships in the South and East regions for bakery fats and assessed the lauric fats market’s size, trends, and key success factors.
  3. Financial Forecasting:
    • Generated revenue and profitability forecasts under base, optimistic, and pessimistic scenarios, considering cost elements, bakery conversion ratios, and marketing efforts’ impact.

Our Impact

The client received a comprehensive go-to-market strategy that aligned with their objectives, market dynamics, and competitive landscape, enabling them to make informed decisions and drive successful market entry in India’s bakery fats segment.

  1. Insights and Strategy Overview:
    • Detailed insights on bakery fats market size, growth drivers, and segmentation.
    • Defined go-to-market strategies for the North and West regions, including product variants, pricing strategies, channel capabilities, and customer engagement plans.
  2. Financial Projections:
    • Revenue and EBITDA profit forecasts under different scenarios, aiding in decision-making and resource allocation.
  3. Implementation Plan:
    • Provided an implementation plan to guide strategy execution, monitor progress, and make necessary adjustments.