BUSINESS CHALLENGE
A leading food business recently acquired another company’s brands leading to a doubling of the existing portfolio. Retailers began to exert pressure on the business to clearly define the roles of the different brands or face portfolio consolidation. The business also faced internal global pressure to leverage the new portfolio strength and market leadership to identify white space opportunities.
OUTCOMES SUPPORTED
Brand & pack roles identified with supporting narrative for customer engagement
Initiatives to differentiate packs and brands overlapping in the same shopper / consumer zones
White space identified for future innovation
3 year RGM pipeline of pack and price changes delivering ~$140m, modelled incremental net revenue benefit
REAL WORLD SUPPORT
Real World provided a framework to understand the existing category architecture and identify the roles of brands and packs. A workshop approach and analytic toolkit was developed to provide the business with a repeatable process to assess and identify in market opportunities for growth.
CLIENT TESTIMONIAL
“Real World Marketing bought incredible thought leadership and changed how we will manage our business going forward”