Designing future e-commerce growth


A large CPG food company was faced with strong competition from Danone and Mead Johnson in the Infant Nutrition Market in South East Asia. Both competitors had significantly increased their investments in digital marketing to engage with Millennial moms; however, while this audience was highly active in digital, e-commerce represented only 1% of category sales.

With no e-commerce platform standing out as a leader, could this Brand steal a march on the competition by focusing on leadership in e-commerce at such an early stage of the market development?


Ogilvy Consulting modeled the future growth of Infant Nutrition sales in 
e-commerce to size the opportunity for our Client and identify the right platforms to prioritize. We benchmarked competitors and worldwide best in class approaches to develop a roadmap for commerce success. Thanks to close collaborations with our client, Lazada, Facebook and Google, we created two agile market pilots to gain fast learnings and create a playbook for market roll out. Within 8 weeks, Company sales in e-commerce channels increased 10X.