Successful Market Penetration for Ezzeddine Plus Coolplay Products
- CLIENT
Ezzeddine Plus –
Coolplay Products
Objective : To successfully launch and penetrate the Lebanese market with Ezzeddine Plus’s new tobacco products Coolplay, achieving competitive market availability and establishing strong brand presence.
Problems and Challenges
- Competitive Market: The tobacco industry in Lebanon is highly competitive, with established brands dominating the market.
- Points of Sale (POS) : Persuading retailers to stock new products, particularly when they are already committed to existing highly competitive brands.
- Market Penetration: Achieving market penetration to match competitor’s availability.
- Flavor Introduction: Incorporating and promoting new flavors to attract customers and differentiate from competitors.
Solutions Executed by D&M
- Comprehensive Market Study :
– Conducted a market share and sales analysis to define the right penetration KPI.
– Conducted an in-depth analysis of competitors’ market availability and distribution strategies.
– Identified key areas where competitors had strong presence and targeted those regions for intensive marketing and distribution efforts. - Strategic POS Engagement :
– Implemented a robust plan to convince POS to carry NUSO and Coolplay products.
– Offered incentives such as exclusive introductory offers and competitive pricing to POS.
– Highlighted the unique flavors and superior quality of NUSO and Coolplay to attract retailer interest. - Marketing Initiatives :
– In-Store Promotions: Set up attractive stands, wobblers, and posters to draw customer attention to the new products.
– Events and Promotions: Organized events in downtown areas, especially during seasonal events, Ramadan, to create buzz and generate interest.
– Flavor Introductions: Launched new flavors to differentiate from competitors and cater to diverse consumer preferences. - Expanded Availability :
– Ensured that NUSO and Coolplay achieved at least 80% market availability by strategically targeting high-traffic areas and regions with high competitor presence.
– Maintained a consistent supply chain to prevent stockouts and ensure continuous product availability. - Continuous Feedback and Adaptation :
– Collected feedback from retailers and consumers to continuously improve the marketing and distribution strategy.
– Adapted promotions and offers based on market response to maintain momentum and increase market share.
Results
– Increased Market Penetration: Achieved significant market penetration, reaching competitor availability levels.
– Enhanced Brand Presence: Established a strong brand presence through effective marketing initiatives and strategic POS engagement.
– Customer Attraction: Successfully attracted customers with new flavors and quality offerings, resulting in positive reception and increased sales.
