Go to market strategy for Ayushots

Abstract

Objective is to design go-to-market strategies for Canebot’s Ayushots product offering. To identify the right channels for the product, we followed a multi-step research process. Firstly, we studied the global and Indian market in the immunity boosting category. We identified key drivers for success, popular product offerings and target consumers. We then conducted a competitive analysis for Ayushots within the Indian market to identify the strategies deployed by comparative products to win in retail. We further conducted primary research to identify our target consumer and their buying behaviour. Based on this we were able to derive consumer personas and evaluate various channel options. Further, the feasibility of each of these channels was identified basis financials and company specific supply chain and additional costs. Finally, our insights from primary, secondary research and financial analysis were combined to give recommendations to the entrepreneur.