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10 min read
Expanding into a new market can be an exciting adventure, but let’s not fool ourselves: it also comes with risks. And if it’s a mid-sized company, you know that resources are often limited, and there’s little room for mistakes that could come with a high cost. Understanding the local consumer, adjusting your message, and anticipating potential obstacles are essential steps to doing it right.
And that’s where real-time insights become your best ally. Having updated and specific data helps you make faster and much more reliable decisions. We’re not talking about long research that arrives when it’s already too late, but practical information that allows you to act right now. How can you make a difference at every stage of the journey?
1. Get to know the local consumer before entering the market
Entering a new market isn’t as simple as copying and pasting what works at home. Every market has its own rules: consumers think differently, have different priorities, and often value things you might not have considered. If you’re not clear on what drives the local audience, your strategies could fall short from the start.
Real-time insights help you clarify the landscape before making the leap. They allow you to quickly understand preferences, buying habits, and even cultural barriers that could complicate your entry. This not only helps adjust your product but also fine-tune how you communicate it and who you target.
For example, in some markets, price may be the key factor, while in others, sustainability, exclusivity, or design might be what truly attracts consumers. Without proper local analysis, you could be speaking the wrong language (and we don’t just mean the literal language).
For instance, when Mahou San Miguel decided to expand into India, the first thing they did was listen to the market. They discovered that Indian consumers preferred lighter, milder beers, very different from the intense, bitter flavors offered in Spain. With this information, they launched Mahou Maestra Wheat, a beer specifically designed to suit local tastes. This move not only improved their acceptance but also reinforced their image as a brand that understands and respects the unique characteristics of each country.
2. Adjust messages and packaging on the go
No matter how well you prepare, there are always details that may slip through the cracks when entering a new market. Maybe the message you thought was brilliant doesn’t connect, or the design of your packaging conveys something completely different from what you intended. The good news is that with recurring and agile insights, you can spot these issues quickly and make adjustments before they turn into a costly failure.
Sometimes, it’s not about changing the product itself but fine-tuning how you present it. A small change in colors, language, or visual elements can make a big difference in how local consumers perceive your brand.
Coca-Cola understands this well: if you truly want to connect with a market, you need to adapt to what matters there. This is exactly what they did in Brazil with the introduction of their PlantBottle™, a 100% recyclable PET bottle made from sugarcane ethanol, a resource abundant in the country.
This not only responds to the growing demand for sustainability from consumers but also leverages local agricultural practices, showing that Coca-Cola understands and respects the dynamics of the Brazilian market. A smart way to adapt their packaging without changing the product to meet consumers’ expectations in Brazil.
3. Find unexpected opportunities
Real-time insights don’t just confirm what you already know; they can also surprise you with new opportunities you hadn’t even considered. Often, what you think will be the strongest point of your product goes unnoticed, while another aspect ends up capturing the public’s attention.
Spotting these opportunities can help you adjust your strategy on the fly, enter niches that weren’t on your radar, or even redefine how you position your brand in the new market.
When Estrella Galicia decided to enter Brazil, their initial idea was to compete in the mass-market beer segment—following the positioning strategy used in Spain. However, through real-time research, they discovered that Brazilian consumers were increasingly interested in premium and craft beers. With this insight, the brand decided to emphasize its history and artisanal process, positioning itself as a higher-quality option and differentiating itself from the competition. This strategic shift allowed them to connect with a more discerning audience and solidify their presence in the Brazilian market.
4. Adapt to market trends in real time
The market is never static. Trends change, tastes evolve, and what worked yesterday may be obsolete tomorrow. That’s why expanding into a new market isn’t just about arriving, but staying relevant over time.
A regular flow of insights keeps you constantly aware of what’s happening. You can detect shifts in consumer preferences, competitor moves, or even external factors that may impact your strategy. This not only helps you react quickly but also seize opportunities that others might overlook.
A good example is Lay’s approach, which constantly launches limited edition exotic and regional flavors based on local trends and tastes. For instance, they introduced wasabi flavors in Asia and truffle in Europe. The list is constantly refreshed, not only to meet the demand for new flavors but also to connect more closely with local consumers.
Additionally, Lay’s has leveraged real-time insights to adapt their production and offer healthier options, such as baked chips with less fat and sodium, in response to the growing consumer health consciousness.
The key: Make fast decisions based on reliable information
Expanding into new markets is never easy, but it doesn’t have to be a leap into the unknown. Real-time insights not only provide the information you need to reduce risks but also help you seize opportunities and adjust your strategy on the go.
Because in the end, what makes the difference is not just entering a market, but doing so intelligently—adapting quickly to the needs and expectations of local consumers.
Zinklar makes it easy to understand your consumers and make data-driven decisions. Here’s how:
- Instant access to data: Launch surveys and get actionable insights quickly, so you can respond to shifts in consumer behavior in real-time.
- Deep consumer understanding: Get to the heart of why your customers act the way they do, with insights into their preferences, needs, and motivations.
- Customized research: Whether you’re refining a product, testing a campaign, or exploring new markets, our platform tailors research to your unique business needs.
With Zinklar, you can transform insights into action and stay ahead of the competition.
