Market-Entry into the UK and Europe, for an Ayurvedic Beauty Brand

Success Highlights:

• Developing a market-entry strategy for a leading Ayurvedic brand recognised globally in the holistic and wellness category, for the UK and Europe.

 The Issues

The brand had already entered the market via a franchisee model and had opened over 100 stores globally. Despite entering the UK market, the brand wasn’t building brand exposure, to ensure they were reaching target consumers and driving sales. The name “Ayurveda” is derived from two words in Sanskrit, “ayuh” meaning “life” or “longevity” and “veda” meaning “science” or “sacred knowledge.” Ayurveda’s definition translates as “the science of longevity” or “the sacred knowledge of life.” At its root, Ayurveda is a holistic tradition and way of living that can help each of us to celebrate our capacity for wellness. The number of Ayurvedic beauty brands has been growing over the past few years in the UK, as we become more aware of the importance of achieving balance.

Our Approach and Results

Immersion

• We needed to gain a clear understanding of the business internally and externally. We started by interviewing key stakeholders to gain clarity on the brand. We also reviewed their business models and conducted store visits in their home market.

Market Review

• After understanding the business, we reviewed the marketplace to identify where their
  opportunities lay in each market.
• We conducted a SWOT, PEST analysis, Gap analysis of the brand in the UK.
• We conducted a competitor analysis of their top 10 competitors and visited competitor brands in key locations in London as well as visiting the brand’s stores.

Go to Market Strategy

• With an understanding of the business, the marketplace, competitors and through identifying gaps and opportunities in their range, we proposed a go-to-market strategy for the brand in the UK and Europe.
• We conducted a SWOT, PEST analysis, Gap analysis of the brand in European beauty markets – Germany, France, Italy and Spain.
• We deep dived into their competitors in each market, identifying how their competitors entered each market, and where the Ayurvedic Brand’s point of difference was, how to enter the market, and how to reach their customers.
  We reviewed and advised on their pricing strategy for the UK and Europe.
• We advised on which of their products were best suited for each market.
• We identified two key markets for them to prioritise, conducting a deep dive into each
  market through reviewing macro and micro trends, retail trends, identifying their ideal retail partners and consumer preferences in each market.
• We reviewed their marketing and their messaging and advised them on how to adapt their marketing to reach their target consumers in each market.
• We presented our findings back to our client along with our recommendations on which market to enter first, and the ways in which to enter those markets.

 If you would like to discuss how we can support you with developing and growing your brand across the marketplace, GET IN TOUCH, we would love to hear from you.