New Product Launch in UAE (United Arab Emirates) - Blog

Launching a New product in UAE (United Arab Emirates) - Blog

                    It is well known fact that UAE is the business hub for many business sectors and FMCG is one of the sectors where many International brands are available in UAE due to vast population demographics. To launch an FMCG brand in UAE, it needs to have new product launch strategy in hand- in order to be in the successful brands list. Many brands have entered in UAE but due to minimal market understanding and lack of better product launch strategy, they got failed and vanished from the market within short period of time. So, it is always better to have your new product launch strategy ready before taking the decision to launch the brand in UAE.
                        This blog will cover all the important factors for the new product launch in UAE. Some of the factors are:

Marketing Mix, SWOT Analysis & Brand Positioning:

               For any new product launch, it is always better to analyze the brand in order to develop plans accordingly. Best tools to analyze the brands are: Marketing Mix, SWOT Analysis & Brand Positioning against the competition.

Competitor Analysis

                    Find out the competitor brands available in the market and their core strengths & weakness. Better analysis of competitor brands, will give the idea about current market trends, promo dependency of the particular category and consumer price range for better off-take. Knowing the competition in the category & the new product strengths, will give better idea to launch the brand in the market. 

To know about recent promotions in the region, please follow Dubai Savers website for latest updates.

Value Chain Analysis

                Prepare your brand value chain as per the target price point. Value chain contains price from factory to end consumer price. Read value chain blog for more details. 

Launch Plan

                Once the marketing mix, competitor analysis & value chain along with the targeted consumer price is ready, it's time to prepare your new product launch strategy for the targeted channel including initial investment plan and break even point to get the required ROI.

• Targeted Channel - Modern Trade, Traditional Trade, Down Trade, E-Commerce, Wholesale & Pharmacy Channels

• Listing Plan - Each account has listing fees to list the new product/barcode. So plan the listing plan as per the target channel for the brand

• Initial Distribution Plan - Once targeted channel has been decided, prepare initial distribution plan based on outlet size and initial order drop size to fill the category shelves.

• Estimated Primary & Secondary for FY - Prepare the primary order quantities to keep at the distributor warehouse and accordingly secondary market sales plan for full year.

• Primary & Secondary Display Plan - Prepare Category display plan & promotional display plan   

• In-Store Promotion Activity Plan - Prepare promo calendar for full year as per the promotions available for the particular brand vs event calendars of the particular customer group. 

Find the Distributor

                Choose the distributor who has potential in your targeted channel to distribute the product and position the brand in the target channel as planned. Distributor can be aligned through: Value Chain Model or A&P model for distribution. For food brands - Gulfood  and for beauty & cosmetics brands - Beauty World,  are one of the best event happens every year in Dubai to connect with leading distributors & brands in the region.

Market Activities

            Create the brand awareness in the market by In-Store Activities - Booklet participation, Attractive promotions, Eye-level Category display, Creative Promotion Displays, Brand Point Of Sale Materials etc.

Post Launch Analysis

            Measure the launch plan and do the required changes to make the brand successful.