As our customer was successfully working with a local distributor within Moscow and St. Petersburg, the question about the additional potential in other regions popped up again and again. The project’s objective was to determine a reliable benchmark and define market opportunities outside of the two already well-managed primary regions Moscow and St Petersburg.
By fusing several internal and external sources, BIBA|CS delivered a fundamental overview of the retail structure, key players and their dynamics, competitor brands including volume and value development per region (per city where available), and combining this with results of quantitative consumer research which we ran across the country.
Hence, BIBA|CS answered the question about the additional growth potential based on local relevant insights. The extensive report became a vital part of the country, and channel strategy influencing the day to day work with the local distributor.