Health Market entry strategy
When deliberating entering a new non-food grocery market, having an expert that knows the nuts and bolts of that market on hand is invaluable. We have helped over 40 international businesses successfully enter the UK market, so you can be certain that we have a comprehensive knowledge of the vital steps needed to reach success. We provide a complete solution for entering the market including: providing detail on the relevant category and main competitors, recommending a route to market, sourcing a distributor or agent, refining product formulation and packaging via consumer research and managing customer accounts.
Route to market
We know that approaching major supermarkets and hardware stores straight away is tempting when entering a new market, but for successful brand entry a more thoughtful and nuanced approach is often required. Before eventually approaching larger retailers or Health wholesalers, it can be advised to build brand awareness through smaller consumer accounts to demonstrate a successful track record. Having helped many brands enter the market this way, we can advise which route is most suitable for you. Whether this is in retail or the independent health store channel, together our knowledge and contacts will help grow the success of your brand within the hygiene category.
Partner and distributor search
Even if your hygiene product or brand appears to be undeniably good, if you can’t attract the attention of the retailers or wholesalers in the competitive UK marketplace, your product will struggle to gain momentum. Having an agent or distributor on board that knows the market, and is passionate about your hygiene product or brand, can mean the difference between becoming a mainstream brand and being destined for the brand graveyard. With our one-of-a-kind database of UK distributors and agents, we can help find the best UK partner for you.
Retailer listings and distribution
Since working on both the client and retailer side, we are attuned to what both parties want to get out of the buying-supplying relationship and we focus on pleasing both parties. For the client side, we advise you on which buyers to contact, how to approach them and how to present your brand to appeal to their specific requirements. How involved we are is up to you – whether you want coaching and support through your retailer pitch or you just want help finding out who to contact, we are happy to help.
Retail account management
Once you’ve achieved your listings, we can help manage your account, a service we do for many international clients who tend to be focused on several new hygiene markets at any one time. Responsiveness and efficiency are highly regarded by retail and wholesale customers. Our team of account managers at HRA Global can help you manage your accounts smoothly and ensure that contact is kept regularly with buyers so opportunities are reacted to and promotional and in-store marketing plans are delivered.
One of the main pitfalls for many hygiene brands approaching the retailers is a lack of understanding of their category. You will be expected by modern retail buyers to be completely up to date with price movements, market share, competitors, packaging trends and hygiene category developments. Having access to the most up-to-date market data, we can produce a thorough category analysis which details hygiene consumer trends, recent NPD, competitor brand positioning, pricing and performance. Allowing us to identify the gap for you as a hygiene brand and, if necessary, refine its positioning to help it stand out from competition and heighten buyer appeal.
Having a clear hygiene Value Proposition from the start, ensures that you can build and maintain a strong brand while staying focused on your core customers. A Value Proposition is an exercise that reveals a clear brand identity and a precisely defined target audience. Conducing this Value Proposition internally can be tricky, as condensing a brand into a simple core essence is often something companies find almost impossible to do. At HRA global, our trained eye for unique propositions enables us to ask the key questions needed to get to the heart of what your brand is about and how to make it a success.