Background & Purpose

(EN) A leading confectionery manufacturer aimed to expand its presence in the Philippine market, specifically within the Mindanao and Cebu regions. The study sought to identify existing retail product availability, understand competitor distribution networks, and evaluate point-of-sale promotional activities. This intelligence allowed the client to optimize its brand expansion strategy and retail positioning across diverse sales channels.

Project Scope & Research Process

(EN)

  • Conducted comprehensive fieldwork across twenty-seven retail locations, including supermarkets and convenience stores, to capture photographic evidence of shelf layouts, product specifications, and pricing data.
  • Performed qualitative interviews with industry experts, including former executives from regional manufacturers and retail managers, to map local distribution routes and island-specific supply chain logistics.
  • Analyzed retail availability and promotional strategies for domestic and international nut-based chocolate brands to provide benchmarks for competitive product placement and market entry.

Deliverables

(EN)