CHALLENGE
One of the largest Beauty & Personal Care organizations in the world had recently acquired a top-performing Hair Care Brand worldwide and intended to expand its footprint to the Brazilian Market. The organization needed to understand the market characteristics and dynamic in-depth, as the acquired brand represented a new category, and the team was working towards aggressive global targets based on a successful launch.
APPROACH
We sequenced our approach as follows to gain clarity on a winning strategy:
- We started with a deep dive into the new category – through market research and internal data, we mapped the differentials that should be at the heart of the expansion strategy.
- This allowed us to define the brand’s key success factors, and by comparing these with international operations (US, UK), we could create a factbook evaluating the match between the brand’s identity and the Brazilian market reality.
- This formed the basis of the Brand Plan and Business Case, in which we translated key definitions into actions for launch – i.e. SKU definitions, right- and how-to-win, channel activation plans, and selling stories etc.
- These actions were incorporated into an implementation plan with the necessary governance, change management actions, and team, to ensure that the project would continue to be implemented successfully after our exit.
RESULT
The work resulted in launching the brand in new geographies, with selected chains responsible for creating a halo effect, and causing the company to hit its volume targets 4 months in advance.
In addition, as the company had a history of poor-performing launches, this launch helped the marketing team gain more space and connection with commercial and other internal areas of the company, setting the foundation for future success.
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CHALLENGE
A leading consumer goods company, investing to expand in a target category, had stagnant market share and rapidly deteriorating profitability.
With negative return on their investment, the company had to reassess if they had a right to win in this category which could sustain a sizable market share and positive profitability.
APPROACH
Integration conducted a deep and comprehensive market scan, identifying strong variations in consumption per subcategory and channel when considering the market regions. This reflected strong regionalized market realities which were not accounted for in the client approach.
As a result, we adapted the portfolio assortment to meet the regional demand and revised the Go-to-Market model to optimize the cost-to-serve each region and segment. This was accompanied with changes to the pricing strategy which aimed to further expand the reach and sales of the product, grabbing market share from competitors.
RESULT
Supporting the client along the entire implementation journey we delivered over 20 p.p. EBITDA increase, sustaining the market share position.
Furthermore, the training and development initiatives which we put in place to empower the leaders to develop further continuous improvement projects are on track to deliver another 10 p.p. EBITDA increase and further topline growth in the category.