MX Consulting is a strategy consulting firm that provides services across Asia in industries such as wine and spirits, retail/fashion, consumer goods, technology, and beverages. They present 5 case studies showcasing their work with clients. For each case study, they outline the context and objective of the client's project, their role in the project, and the positive results achieved, such as increased market share, brand equity, and revenue.

1. MX CONSULTING
Strategy – Marketing – Sales – Organization – Data
for Asia
Case Studies

2. CASE STUDY #1
INDUSTRY: WINE & SPIRITS COUNTRY: ASIA (14 COUNTRIES)
Context & Objective
• In a growing whisky
market, our Single Malt is
only #3 in market share.
The leading brands enjoy
a prestigious image and
wide distribution
• The objective is to become
Asia’s #1 Single Malt
brand in volume share
within two years
• Project Owner: Chairman
& Executive Committee
Our Role
1. We valued and prioritized the target
countries and cities based on strict criteria
2. We evaluated and selected the products and
price segments in which to compete
3. We explored relevant distribution channels
and strengthened our approach to them
4. We adapted the brand communication for the
targeted markets within Asia
5. We monitored and improved the execution of
the sales and retail strategy for our brand
The Results
• Segment leadership
achieved across 12
Asian countries in 18
months only
• Brand image boosted
and Distribution
multiplied by 3 with
iconic outlets secured
MX CONSULTING

3. CASE STUDY #2
INDUSTRY: RETAIL / FASHION COUNTRY: GREATER CHINA
Context & Objective
• Fashion is a big business
in China; ad campaigns
are key in creating
awareness. Our company
has invested $ billions but
budget is now capped.
• The objective is grow
market share by 30%
without increasing A&P
• Project Owner: Global
CMO
Our Role
1. We researched key competitors’ marketing-
communication campaigns and investments
2. We analysed and probed the effectiveness
and ROI of our previous campaigns
3. We explored new communication channels
with retail trade, influencers and buyers
4. We created an econometric model with an
innovative marketing-mix
5. We monitored the performance of the new
tools and fine-tuned processes
The Results
• +32% market share
increase, above target,
and contained A&P
with clearer allocation
• Sustainable, fully
integrated marketing-
to-sales model and
communication
MX CONSULTING

4. CASE STUDY #3
INDUSTRY: CONSUMER GOODS / TOBACCO COUNTRY: CHINA & TRAVEL RETAIL
Context & Objective
• China is a critical market
for tobacco but it is led by
strong local brands. Our
product is hardly visible
in a crowded segment
• The objective is to step
into the luxury segment
and take share from local
competitors
• Project Owner: APAC
Luxury Team
Our Role
1. We co-developed the innovative luxury SKU
(product, packaging, price point)
2. We analysed the competition’s strong and
weak points, and identified opportunities
3. We selected the distribution channels and set
the retail and duty-free launch strategy
4. We developed a new communication
platform exclusively for this new product
5. We trained the internal and customer-facing
salespeople on this luxury tobacco brand
The Results
• New SKU sold out
within 3 months and
up to 20% market
share taken from local
competitors
• Boost in consumer
brand equity and
consideration as
Luxury item & gift
MX CONSULTING

5. CASE STUDY #4
INDUSTRY: TECHNOLOGY / ELECTRONICS COUNTRY: SOUTH KOREA
Context & Objective
• In Korea, innovation and
image are critical. Our
imported accessories are
technologically good but
seen uncool and
shadowed by local brands.
• The objective is to
successfully launch and
sell our imported device
• Project Owner: North Asia
CMO
Our Role
1. We conducted market research with
consumers on behaviour and local trends
2. We developed a positioning strategy to
stand out from the competition
3. We adapted the global brand campaign to
the domestic market
4. We negotiated and trained local trade
channels, wholesalers and retail stores
5. We optimized marketing A&P expenses and
aligned with other countries
The Results
• Successful Launch and
Sales with excellent
brand image ratings
among consumers
• Created a new market
space for our product
while optimizing
marketing spending
MX CONSULTING

6. CASE STUDY #5
INDUSTRY: BEVERAGES / JUICE COUNTRY: PHILIPPINES & SOUTH EAST ASIA
Context & Objective
• We are a juice brand but
the drinks market is being
overtaken by ice tea,
especially in the mass
entry level segment.
• The objective is to
reposition our brand,
create a new ad campaign,
and keep our clientele
• Project Owner: Asia-
Pacific CMO
Our Role
1. We interviewed consumers and identified the
most important occasions and insights
2. We benchmarked the competitors’ offerings,
packagings and propositions
3. We initiated the creation of new variants to
complement the main product
4. We created the promotion and advertising
campaign across multiple channels
5. We developed a new communication
platform
The Results
• +53% in Net Revenue
with a complete new
proposition and +50%
volume gain
• Retained our loyal
customer franchise &
pushed conversion to
our new product
MX CONSULTING

7. MX CONSULTING
INDUSTRIES
MX CONSULTING

8. MX CONSULTING
SERVICES

9. MX CONSULTING
Strategy – Marketing – Sales – Organization – Data
for Asia
Contact
HONG KONG OFFICE
Email: hongkong@mx-consulting.com