Identifying roles and targets for each brand in a house of brands

We helped our client Identify the consumer segments and occasions that each brand within the portfolio should be targeting in the large and divergent drinks market.

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.

  • Alcohol
  • , FMCG & CPG
  • , Food and drink
Study type 
  • Market sizing & understanding
  • Opportunity identification sizing and prioritisation
  • Segmentation
  • UK

San Francisco

535 Mission Street, 15th Floor
San Francisco
CA 94105
+1 855 503 0723

New York

8 Prospect Street
NY 11201
+1 855 503 0723


22 Upper Ground
United Kingdom
+44 (0)203 8784397