Striking Home-Entertainment Gold in Latin America

The Challenge:

A market-leading consumer technology providor was preparing to launch a new type of home entertainment device. They had their strategy lined up for the U.S. but not for Latin America, where the customers and market dynamics were quite different.  They were unsure which customers to target in Latin America and how to bring this product to market, so they turned to Skoping to figure it out. 

The Approach:

Skoping started by gathering data about current customers of earlier generation home entertainment systems and potential new customers in Latin America.  We then designed and conducted focus groups in 4 countries with people who fit the profile of potential customers for the product.  Based on the research, we determined that customers with 2 different profiles were the most likely to adopt the new product.  We also identified the capabilities of the product that resonated most with them, where they would be likely to buy it and the maximum price they would be willing to pay.  We used this information to develop a comprehensive Go-To-Market strategy for the product.  

The Result:

Our Go-To-Market plan identified the top 2 countries where the product should initially be launched along with detailed profiles of the customers to target – some that already owned a home entertainment system, others who did not but would likely do so based on the capabilities of the new product. Our strategy provided the key messaging points, marketing vehicles and distribution channels the client should use to reach these customers, as well as the incentives and messaging to generate active support for the new product by the channels. The G-T-M plan provided detailed action steps and timelines for each activity needed to launch the product, along with identifying who was responsible for each step.

The Bottom Line:

The client successfully launched the new product on time into Latin America and the first year sales exceeded their target projections.

Skoping has broad experience in consumer products, covering food, natural personal care products, cleansers, apparel, home lighting and décor products.

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