Company Profile:
Turnover: AUD $500m
Categories: Pet Food
Region: APAC/Australia
Market Position: Brands are in the Top 3 in their respective categories
RWA Solution: 2-year Pack Price Architecture (PPA) Strategy & Financial Projections
Business Situation:
- Long term volume declines in core sub category only partially offset by growth in other areas segments
- Promotion investment historically seen as a key lever but a view that this is executed inefficiently
- Lack of clarity on role of each of their brands in category
- Belief there is mix optimisation to be had for category benefit but inability to identify and quantify
- Higher margin, growth sub category constrained by current architecture
- Projected COGs headwinds from raw materials
- Business imperative to deliver growth whilst maintaining profitability ratios at sub category level
What We Delivered:
- Delivered a Pack, Price Architecture (PPA) strategy and set of 2-year financial forecasts for all areas across 2 main customers
- Plan delivered incremental top and bottom line growth across all segments for client and customers
- Addressed Retailer desire to deliver EDLP offer to their customers by identifying and quantifying the right packs and recommended price points
- Provided clarity on role of brands and the white space opportunities for each
- 10x ROI in first 12 months identified whilst meeting business profitability objectives down to sub category level
