SUN x AGUSHA - Sales & Strategies

From Innovative Strategies To Marketplace Leaders

With a unique heritage in baby weaning products, Agusha is the leading brand solely dedicated to advancing baby growth. Through trusted partnerships with baby products professionals, Agusha ensures to meet baby needs in weaning periods with various favourable products: night milks, nutrition milk and daymilk.

Agusha is powered by Pepsico and provides aid for special needs children in Russia and open their market in Vietnam and Asia.

E-commerce Market Entry

Agusha was determined to establish a presence in the newly minted playground, that is e-commerce. The opportunity presented itself when COVID-19 hit. E-commerce boomed and became a significant priority for the group’s strategy. Being the market leader for baby products in the offline retail space, Agusha was determined also to secure its top position in the online marketplace leaderboards.

The Challenge

Agusha identified the strong presence of competition in the online market, and specifically in online marketplaces such as Lazada, Shopee, and Tiki.The group’s competitors have been in e-commerce for a number of years now and knew how to operate in an online environment and win the market. This means that Agusha needed a rapid go-to-market strategy with the accumulated know-how and technology to utilize the major market shift.

Choosing SUN

SUN account management team was able to recognize a gap in the market and developed an innovative approach to enter a highly saturated market.

Agusha entered a client partnership agreement with SUN for end-to-end services including e-commerce platform design and development, performance marketing, order fulfillment and warehousing, delivery and logistics, customer service call centers, creative production, marketing planning, and strategy, and channel management.

With SUN E-commerce as the largest end-to-end e-commerce enabler in the region,  processes are more streamlined, reducing long-term unit costs operating under the economies of scale principle.

SUN team started formulating Agusha’s strategy on multiple channels such as Lazada, Shopee, Tiki, Tiktok, and now expanding outright services to Grab.

The Strategy

Using keyword and search data, SUN team analysis of the market has shown that consumers are shifting towards mom and baby industry, where consumers are increasingly well informed and constantly looking for each and every ingredient in the product.

The online consumers are very well aware of ingredients and their benefits – and SUN team highlighted Agusha’s quality ingredients and supporting science in each campaign, assets, search ads, and throughout the brand’s online presence. While focusing on educating consumers about Agusha’s benefits, the team knew how to balance the premium brand positioning of Agusha together with the marketplace’s promo-driven audience and created a strategy that complemented the brand’s position in the market.

Collaboration, Marketing, and Creative Thinking

Data presented by SUN allowed Agusha to execute bundling and sampling strategies shifting assortments that started with 50+ SKUs to a selection that is growing by the day.

Using the analytics on consumer behavior, the team analysis detected that consumers usually purchase specific items together, allowing the team to respond quickly to the shifting demands by creating the right bundles.

Moreover, SUN team found another fast GMV Growth Rates which is Affiliate, SUN has partnered with ShopBack, GrabAds team to promote Agusha in every visibilities and campaigns. Combined offline (OOHs) and online (PR Articles, CPAs, KOLs) has been a strategic methods for Agusha.

Success and Achievements

SUN E-commerce. team achieved success utilizing extensive market experience working with the top brands from various industries, relationships with the platforms and marketplaces, understanding of the market, the focus on innovating our systems and technologies, and a dedicated team that embodies the SUN E-commerce.