International Expansion Project

By: raelleen

Project: Kewpie wanted to expand its egg business into the US market by utilizing its “Egg White Technology” to improve physicality of cholesterol-free protein. They believed this would allow them to position their products as healthier, more nutritious options than competitive products. The SGE Immersion team analyzed Kewpie’s products against both the competitive products and consumer preferences of the US market in order to help the company understand how it could best position itself to appeal to preferences related to health and well-being.