Category A is a sub-category of the cosmetic industry which is mainly sold in pharmacy channel. Our client who has already launched their products in this market wanted to have a holistic picture of the category in terms of market size as well as retailer support and display to set up the KPIs for upcoming periods within the tight budget and limited timing.
Given the forecasted stores number of pharmacies nationalwide, we designed the store samples of HCMC and Hanoi which was representative for total market. The stores were classified into 3 types: A, B, and C based on the differences in store size. The collected information included category turnover distribution, product availability, display supportive and the brand share at store owners’ claims.
The final results informed client the position of the brand in the market, strengths and weaknesses of key players and opportunities for the brand. Moreover, the store classification also helped us identify where and how to prioritize our resource to compete head to head to the key rivals.