Market Entry Strategy Framework for a Personal Care Products Manufacturer Helps Break into the Russian Market

August 29, 2018

Personal Care Products Industry Overview

The global personal care products market is expected to proliferate owing to the growing demand for gender-specific products including shaving creams, shampoos, conditioners, and face masks. Additionally, the intensifying demand for products performing multiple functions such as moisturizers with sun protection, toothpaste with whitening effect, and shower products with fragrance therapy for relaxation, laterally with their traditional functions will boost the personal care products market in the coming years. Furthermore, the growing demand for herbal and organic personal care products is expected to present the market with substantial growth opportunities.

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About the Client

The client- is a leading personal care products manufacturer based out of the United States.

Client’s Challenge

The leading personal care products manufacturer was looking to break into the Russian market. As a result, they wanted a deeper understanding of consumer usage and attitudes within the hair care category. Also, the client wanted to determine whether the personal care products brand’s current positioning as a professional “salon” product available at retail locations would reverberate in this emerging market.

Business Outcome

With the help of Infiniti’s market entry strategy framework, the personal care products manufacturer gained considerable ground in the brand’s existing positioning. Also, the primary and secondary research activities conducted by Infiniti helped the client in gaining insights into the responses of the probable buyers of the products. This helped the client successfully launch the personal care products brand and secure shelf space in major Russian supermarkets.

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