Breadmaker confidently embarks into
new markets
Background
Our client, one of the largest and most cherished packaged bread brand in Puerto Rico, wanted to expand distribution of its bread products to the US. While several markets along the East Coast presented an opportunity to grow the business, it was necessary to assess the market environments with the most potential for success.
Challenge
They needed help identifying which markets were most receptive to their products and determine the right audience segment to focus their efforts for a successful launch. Out of all the DMAs with a high population of Puerto Rican descent, which should be their top priority?
Solution
We used market entry quantitative studies to determine the size of desired audiences and to statistically describe and measure customer demographic profiles, their attitudes and behavior in the category. We also conducted CATI (Computer Assisted Telephone Interviews) to define and measure customer sentiment and intent towards the brand in the context of its market competitors.
Results
Preliminary assumptions naturally pointed to New York, New Jersey and Chicago as markets that have large Puerto Rican communities; our research challenged this notion by revealing deeply rooted nuances between the top Hispanic DMAs. As it turns out, Orlando and Miami emerged as the most fruitful prospect markets. Florida’s growing population – in part due to the most recent diaspora – is composed of Puerto Ricans who are very nostalgic about their island and welcome every opportunity to enjoy comforting food from home. Their intent to seek and engage with the bread brand significantly beat the 3rd and 4th generation Puerto Ricans in the Northeast, whose bread consumption preferences have embraced other top brands in their markets. With a renewed product launch market focus, our packaged bread brand is enjoying a successful brand expansion into the US.
If you find this study relevant to your business challenge and would like to know more about this approach, please contact us to chat about solutions for your business goals.