Maintaining growth & protecting brand equity

Maintaining growth, protecting brand equity and growing key consumer perception measures for a leading drinks supplier.

The Challenge

A premium drinks supplier with a leading brand that had sustained long-term growth over a five year period, was now seeing trends beginning to slow on core KPIs. In new market dynamics the supplier needed to assess & tightly target the most appropriate opportunities in order to drive high throughput listings to grow volume in line with targets whilst remaining exclusive and protecting RoS.

 

The Solution

Full OPM deep dive to assess brand performance & determine best market segments & quality bands to target & in which quantities, to deliver against KPI targets. Refined targeting using volume pool & Outlet Index data to determine a blueprint for prioritising the best possible outlets within the relevant headroom opportunity. Prioritised target lists segmented by client field sales territory were created.

 

The Outcome

The supplier maintained a strong growth trajectory, in line with volume targets, whilst protecting brand equity & growing key consumer perception measures. Project deliverables have provided the basis of the brand growth strategy for the last several years & the supplier is now working with CGA again to repeat the project & shape the next stage of the brand lifecycle.

 

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