Overview
Our client aimed to develop an effective market entry strategy for Personal Care (PC) and Home Care (HC) products in Benin Republic and engaged Webhaptic Intelligence to conduct an in-depth market research study. The research provided valuable insights into market trends, competitive landscape, and consumer behaviour to support product development, branding, and market positioning. With urbanization, rising disposable incomes, and evolving consumer preferences driving industry growth—especially in cities like Cotonou and Porto-Novo—these insights played a crucial role in shaping a successful market entry strategy for personal and home care products.
Approach
A combination of qualitative and quantitative research methods was applied to assess the market entry strategy for personal care and home care products in Benin. Trade interviews with distributors and major retail outlets helped evaluate sales channels and market structure, while consumer research included focus group discussions (FGDs) and a structured survey with a sample size of 70. The study covered various product categories, including deodorants, shampoos, skincare, oral care, perfumes, ethnic hair care, laundry detergents, general-purpose cleaners, dishwashing products, and antiseptics. By integrating insights from these approaches, the research examined public perception, competitive positioning, and pricing strategies. The study was conducted across key locations, including Porto-Novo, Cotonou, Seme, Adjara, and Avrankou.
Impact
The findings equipped our client with actionable insights to refine product strategies, strengthen brand positioning, and enhance market penetration efforts. By leveraging a data-driven market entry strategy for personal care and home care products in Benin, our client can optimize distribution channels, enhance competitive advantage, and successfully establish a strong presence in this growing market.