Action
We worked closely with company leadership to set goals for recapturing market share and positioned the business for sustainable growth or divestiture.
Opportunity Assessment & Identification
We developed a new segmentation approach that changed paradigms and revealed a step-change growth opportunity with sugar users, a large audience that the brand had historically neglected.
Insight Development
Assessing key trends and competitors, and conducting custom research helped surface new and actionable consumer insights.
Enterprise Growth Strategy
With a revised consumer target and new insights, we worked with management to develop a brand and product growth strategy, along with a refreshed communication platform, to capture the identified size-of-prize.
Models and Tools
By devising volume projections and product concepts we were able to model a clear way forward and develop presentations to align and motivate the organization.
Impact
While maintaining its well-known master brand, the client launched a new “naturals” sub-brand with:
- Projected appeal to 53% of the market
- Estimated “size of prize” of $1 billion globally
- A plan to more than double the size of its current business
- Realization of growth strategy helped the company to successfully divest the business
