The Challenge
How do you differentiate the roles and targets of each brand in a large house of brands in order to create a winning portfolio and category strategy.
Our Approach
By constructing a demand landscape from both consumer segments and occasions we were able to break-down a large market into its constituent parts. A deep understanding of the needs present on different occasions and the ability of different brands to meet these needs enabled the identification of where each brand had the “right to play”.
Our Impact
The construction of a portfolio and category strategy providing well-defined roles for each of the brands leading to successful retailer discussions, high levels of distribution and increased sales.
