South-East Asian Health & Wellness Strategy
The Challenge
We were approached by a leading global dairy to guide the development and implementation of their ‘Health & Wellness’ Strategy across South East Asia.
They needed to harmonise activities across four major markets but were lacking a detailed understanding of consumer similarities and differences.
Having tested 20 concepts with consumers, they were struggling to make sense of the research and define clear concepts to launch in the region.
The HMT Approach
The Healthy Marketing Team took a strategic leadership role in the project and designed and delivered a process to understand the consumer, the brands and the competitors across the region.
Taking client data from Vietnam, Indonesia, Malaysia and Thailand, we prioritised the dairy drivers with most meaning to local consumers.
Next came the Strategic Road Mapping. We used the Four Stakeholder Innovation Model to map the data points, benefit platforms, brands and competitors.
The model enabled us to select or reject the concepts based on consumer views country by country.
The Result
Ultimately, we coached the regional team to create a strategic vision to leverage health across South East Asia.
We achieved clarity on consumer health benefits from dairy and refined proven FourFactors® Concepts.
In the final output we aligned the chosen concepts with relevant brands across the four countries.
This created a rationalised, regional brand and benefit portfolio to deliver the new Health & Wellness Vision.
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SE_Asia_Dairy_Portfolio_Case_Study