Turning dirt into profitable sales growth

Our client (£80m UK turnover) had declining sales and low share in a Power Category.  The business was under attack from low value cheaper competitors and had lost confidence in its ability to compete effectively.

We dived in to discover the Power Attributes of choice and discovered that as always people did not want "cheap", they wanted "good" and would pay a competitive price for that.  Workshops with consumers and management revealed the segmentation of consumer types and some unfulfilled attributes. 

These insights gave the international management team confidence to completely tear up the existing product range and create new products that offered consumers what they wanted and made the best of the brands and product technologies available.  We facilitated a one and half day workshop with 12 senior managers from 4 different countries to create a new range of products.

The business is now profitable and enjoying sales growth.  The most successful product is growing at 50% per annum and this is the one that sells at 3 times the price of the basic value sector.  (Even in dirt, many people want good not cheap).

New healthier snacking opportunities

Our client wanted to create a whole new brand and tackle a growing need in this very crowded market.  

We translated their market data into Power Categories to understand where growth is happening in the market

We conducted both internal and consumer workshops in 2 stages to build consumer led segmentation, examine attribute importance and uniqueness and identify the Power Attributes to enable the business to create their own Power Proposition and differentiate a new product in healthier salty snacks.

The product has been launched and exceeded sales targets by some 50%.

Fun in chocolate

Our client wanted to grow their chocolate sales by selling their existing brands to new consumers in new consumption occasions.

We worked with one of the world’s biggest chocolate manufacturers to help them develop a major new brand.  This followed the Growth Game process and included market analysis and new primary research with consumers to understand usage occasions, motivations and attitudes to existing products. We followed this up with product and concept development, project management of the client R&D teams and financial and market modelling to design the optimal solution.

It was the strength of this analysis and insight that convinced a sceptical management to take a big risk to invest in the launch.  They now enjoy incremental sales in excess of £100 million in the UK and are rolling out the product across Europe.