Ausnutria Hyproca asked JBR for help with developing a market segmentation and development plan focused on Kabrita’s goat milk infant formula.
Kabrita has a competitive advantage based on its modern formula. The worldwide market is growing rapidly, due among others to the perceived health advantages of goat milk over traditional cow milk. In recent years, the brand had seen significant sales growth abroad, largely generated by entrepreneurs who recognised the opportunities in their local markets and contacted Kabrita.
The opportunity based market development had been successful in terms of sales growth. However, Kabrita was wondering what a market development strategy for existing and new markets could be in order to make the most effective and efficient use of the resources to become more profitable by focusing on the most attractive markets.
We worked closely together with a dedicated team from the customer side and facilitated multiple workshops throughout the project. We conducted an internal and external analysis to build profound insights, define the evaluation criteria and created a longlist of potentially attractive markets. The insights were used to condense the list and focus on a limited number of markets. We performed a deep dive on the selected markets and developed a market/country evaluation model and an interactive sales model to calculate Kabrita’s potential. An evaluation of the models revealed the markets with the biggest potential in terms of market and business attractiveness.
The result of this project, an extensive market and business attractiveness analysis, which pointed out the priority markets for Kabrita, was presented to Ausnutria Hyproca as a foundation for planning further strategic steps.