Optimum Nutrition
A New Go-To-Market Strategy
Battered by the global pandemic, skyrocketing input costs and a sharply weakening yen, the world leader in sports nutrition needed a new way forward.
Situation:
It’s probably no surprise that protein supplements are popular in Japan - an aging yet very health-conscious society. Irish dairy giant Glanbia is a world leader in whey protein and accompanying drinks, RTE and ingredients. Its flagship brand, Optimum Nutrition, is a global powerhouse.
However, entrenched domestic giant, SAVAS, and low barriers to entry made the Japan market a true “red ocean.” E-commerce was the game and channel conflict from major offline players Don Quijote and Costco made this a difficult needle to thread.
TASK:
Glanbia needed a “reset” of the business. Bringing in a new team with unbridled energy and bold ideas allowed us to find ways to give the Optimum Nutrition brand a competitive edge, all while continuing to maintain the current business.
Action:
While mentoring the new team, we met with current and prospective partners, including the largest of Japan’s famed “shosha” trading houses.
In addition, we implemented new programs with E-commerce giants Amazon and Rakuten, and solidified channel strategies along with relationships with key distribution partners. We also identified and navigated internal barriers from personal “cross-border” imports.
When the international leadership team traveled to Tokyo for its first market tour, JapanIQ hosted the visit and led the strategy discussion.
Result:
With this exciting new market momentum, Glanbia was able to attract key talent to drive the business, which is aggressively marching forward. Key offline customers are thriving, and e-commerce is now much easier to manage. The future for the Optimum Nutrition brand in Japan has never looked more promising.
