Success Stories

Consumer Products: Growth Strategy

Business Issue
Our client had agreed five year growth targets for the business, but was lacking a growth strategy to deliver the targets, facing severe profit issues, flat market share and unmotivated staff to sell the portfolio. The 2008 economic crisis threw the market into significant decline both domestically and internationally. The key questions Marketing Clinic was requested to help answer were:

• How to set portfolio priorities for future growth, reduce complexity and improve profitability?
• How to find consumer opportunities to deliver growth?
• What are the right brands and marketing strategies?
• What to focus on and prioritize to gain short term business wins to motivate own staff and retail?

Marketing Clinic Implementation

• Business, production & logistics capability review, market and competitive analysis, SKU analysis and overall five year targets decomposition into portfolio priorities and an NPD program
• Consumer segmentation, user base analysis and consumer opportunity assessment
• Consumer opportunity driven brand and marketing & pricing strategies, budgets and resources allocation

Strategic Implications and Business Results

• # 1 brand in value (2009) in Finland, improvement from #5 position in 9 months
• Market share increase from 8% to 16% in value, 8% to 15% in volume within 9 months
• 28% value and 76% volume growth YTD JJ 2009 (Market down -4% in value and up 15% in volume)
• Significantly improved profitability through reduced number of SKU and increased volumes and mix improvement
• Improved customer relationship, improved listings and distribution, and a motivated organization