Business cases

Concept development

How do I adjust my product for foreign markets?

The client: A food company producing a broad product range. This range is fully based on the needs of the home market.

The question: How do you know whether the existing concept is suitable for internationalization?

The TEN solution: A prerequisite for a successful international launch is that the product or service meets local market needs. It is often necessary to change a recipe, packaging or the name of a product. A test by a reliable partner of existing products within the local market often yields potential obstacles, so that soon it becomes clear whether (or which) adjustments are feasible. In many cases, local tastes differ (and the recipe must be adapted) and local laws differ (and other ingredients should be used, the declarations on the packaging adapted). Sometimes, the brand name or color usage is misleading or undesirable. Sometimes eating and purchasing habits are different. All potential adjustments are summarized and proposed to the company. If these adjustments are accepted, the support of the production and packaging departments is very important.

The result: This client has realized that existing concepts in new markets don’t distinguish themselves. It is for this reason that we’ve taken the company’s strength —combining various items into one package— to create a new concept which will be unique in the new target market and which targets children specifically.