Company Profile:
- Turnover: ยฃ400m
- Categories: Non-Food Grocery
- Region: EMEA/United Kingdom
- Market Position: Brands are in the Top 3 in their respective categories
- RWA Solution: 3-year Strategic Pack, Price & Promotion Strategy
Business Situation:
- Operating in a low-growth environment and a declining category
- Post COVID headwinds including increasing COGs
- Key brands across the portfolio with unclear equity proposition
- Retail market pricing heavily depressed by Discounter presence
- Focus of category has been on everyday low pricing
- Retailer operational strategies diverging in approach leading to tension in retailer/manufacturer relationship
What We Delivered:
- Delivered a Pack, Price Architecture (PPA) strategy and set of 2-year financial forecasts focused on largest mass grocer and discounters
- Pack Portfolio strategy developed for Discounters for the first time
- Combination of promotion and pricing initiatives developed to enable category growth through premiumisation
- Improved client/ retailer engagement through category led insight and recommendations, as measured by the Advantage Group
- 20x ROI from project investment identified in first year
- Identified โwhite spaceโ additional revenue in innovation by brand, totally in excess of ยฃ7m