Pigeon Singapore is not in the bottle business. It's in the Singapore parent's first 24 months business.
A new mother in Singapore makes ~200 product purchase decisions across her baby's first two years. Pigeon's 12-month topical strategy is to be the brand she trusts at every one of those decisions — through content that earns trust at each life-stage moment, with products as the natural recommendation. This is the reframe from product-led (11 product clusters) to audience-led (10 journey clusters with the original product clusters nested inside).
The 8 deliverables
All linked belowWhat changed in v2
v1 was product-first — 11 clusters anchored to Pigeon's existing product taxonomy. v2 is audience-first — 10 journey clusters anchored to the Singapore parent's life stages (pregnancy → toddler), with the original product clusters nested as commercial outcomes. Every article, every collection, every product is now mapped to a journey moment — not floating in a product cluster.
5 strategic facts that drive everything
1. 90.9% of organic clicks are branded queries. Non-brand share is 13.1%. Target: 25%+ within 12 months.
2. 66% of annual revenue happens in 4 Baby Fair months (Jan, Apr, Jul, Oct). Content lock dates non-negotiable.
3. Pigeon Corporation Japan was founded 1957 — older than every Singapore competitor. Heritage moat.
4. Zero GA4 conversion tracking on shop.pigeon.com.sg today. Foundational fix in Sprint 0.
5. 558 URLs cannibalize between pigeon.com.sg and shop.pigeon.com.sg. Cross-domain canonicalization is the largest technical SEO uplift available.
What this strategy explicitly does not do
No customer profile data fetched (anonymous customer_id only). No hospital names. No IBCLC references — "lactation support" instead. No retired naming (Peristaltic Plus, 100% Pure Water Wipes). No self-published "Best baby X Singapore" listicles — external listicle placements instead. No paid ads, no social, no email marketing campaigns.