Expanding sales for GarudaFood

Challenge

In Thailand, GarudaFood had experienced unsuccessful attempts with local distribution partners to gain market share in the competitive fast moving consumer goods market. A market introduction goes beyond mere distribution and as brand awareness had to be created for, among others, the Gery Crunch Roll, the company approached DKSH.

The Myanmar market, on the other hand, as promising as it might look from the outside, is tough to penetrate. Companies need to be prepared to build a brand from scratch. Because GarudaFood did not have the market expertise or the merchandising staff to promote their products in Myanmar, it relied on DKSH’s two decades of experience in the country.

Approach

In both markets, DKSH built on its local strengths to develop well thought through route-to-market strategies. To succeed in the Thai market, creating brand awareness was essential to stand out from the crowd. Focusing on advertising and promotion, DKSH first got GarudaFood brands into the popular 7-Eleven stores. The team then leveraged on the initial uptake by expanding the products to other channels.

In Myanmar, DKSH employed many methods to get the GarudaFood products into the market. We ensured the product was at the right outlets for the right audience. Here, DKSH could build the GarudaFoods brands through merchandising activities: from product display to sampling. To maintain customer awareness, DKSH collaborated with the client to create high impact advertising.

Result

DKSH helped GarudaFood to expand their business by tapping into new territories while allowing GarudaFood to focus on their core competencies. Due to great go-to-market expertise, the products are now available in every channel category.