Case Study: Mayborn USA

Mayborn

Services we provided:

  • Market analysis
  • Market size estimation and forecasting
  • Consumer unmet needs and positioning mapping
  • Consumer research
  • Go to market strategy, including phased approach to channel launch
  • Market entry recommendations

Building a baby boom.

Our UK-based client had experienced strong success in the U.S. market, and was seeking to extend that growth further within the North American market. 

Challenge: Why Mayborn came to us.

To evaluate a geographic expansion and determine if and how they should enter a new market.

Solution: How we uncovered opportunities.

Through a full category and competitive landscape assessment, we determined where Mayborn should play and how to win, complete with specifics on critical success factors for entering the Mexican market. We forecasted the potential size of the opportunity and created business models and market entry scenarios for selected channels to determine the most viable option. And we assessed the existing brand’s permission to win in relation to the Mexican market, recommending changes to maximize uniqueness and relevance. After identifying an ideal partner for sales infrastructure, trade marketing, distribution and logistics on the ground, we developed complete go to market plans to set them up for success.

Results: A well-informed launch.

Mayborn launched in Mexico in July 2015 with secured distribution in recommended channels, including premium department stores. They are continuing to follow a phased channel strategy consistent with our recommendation.