Introduction & Background

The client is a leading olive oil brand with a presence in over 100 countries. Despite operating in India since 2000 through a distributorship model, the brand needed a more effective strategy to tap into the full potential of the Indian market.

Objective: Revamp the market entry strategy to capitalize on the growing demand for olive oil in India, enhance brand presence, and expand distribution.

Tecnova’s Role

Market Opportunity Assessment

• Evaluated six key application/use categories to provide a comprehensive assessment of India’s market potential.
• Conducted focus group discussions in major cities (metros and tier-1) to understand consumer preferences and purchasing behavior, identifying hubs with strong demand and retail channel support.

Strategy Formulation & Implementation

• Developed and implemented a ramp-up plan to revitalize the client’s India entry strategy, focusing on: some text
  • Business plan formulation
  • Incorporating the client’s Indian office and obtaining regulatory approvals
  • Headhunting for the country head and other senior officials for India operations
  • Rolling out a distribution network
  • Providing incubation support for two years
  • Selecting logistics partners

Brand Building & Marketing Strategy

• Formulated a 3-year marketing plan that included: some text
  • Shortlisting and appointing PR agencies
  • Running magazine and SMS advertisement campaigns
  • Launching media advertisements featuring a leading celebrity, promoting a Mediterranean lifestyle and Sunday brunch
  • Below-the-line marketing through sampling activities in malls and modern retail outlets
  • Developing a website to enhance online presence

Implementation Phase

• Set up the client’s Indian subsidiary, including full regulatory compliance.
• Launched brand-building efforts to establish a strong presence in India’s competitive olive oil market.
• Expanded the distribution network across 65 cities, utilizing traditional and modern retail outlets to maximize reach.

Outcome

By establishing an Indian subsidiary in 2010 and executing a comprehensive brand-building strategy, the client became one of the early movers in the olive oil market. As a result:

• The brand is now the second-largest olive oil company in India.
• The robust distribution network has enabled the client’s products to reach a wide consumer base, significantly enhancing market presence.

Conclusion

Tecnova’s strategic approach and on-ground execution helped the client solidify its position in the Indian market, driving brand recognition and market share growth. Today, the client is one of the leading olive oil brands in India, thanks to its well-executed expansion and brand-building efforts.