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Blending a Global Brand with Local Value in a Competitive Market

Commercial Strategy2021Market Entry and Expansion Strategy
Young couple happily eating instant noodles together

Acumen developed a localized brand strategy for noodle brands in the Philippines, analyzing consumer segments and needs to maintain the brand’s position as one of the leaders in the category.  

The challenge

The brand held a strong position in the noodles category but needed to increase market share in the competitive Philippine market. The company sought to develop a commercial playbook that localized its global appeal while fueling local consumer pull and portfolio expansion for the business.  

What we did

Acumen led a focused commercial strategy effort. We:

  1. Analyzed Needscope data to map lifestyle segments, motivations, and brand perceptions
  2. Developed and evaluated differentiated brand concepts tailored to viable segments’ needs
  3. Identified the optimal brand concept via testing against business and brand goals
  4. Built a holistic brand strategy from the concept and guided initial creative execution

The impact

The strategy delivered clear wins: double-digit growth in revenue, +5pp market share growth across total portfolio, and the main global and local brands grew in value post-implementation of recommended strategy. 

From the engagement
Young couple happily eating instant noodles togetherYoung couple happily eating instant noodles togetherYoung couple happily eating instant noodles together
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