GLOBAL CPG COMPANY
THE SITUATION
A large global CPG company lost its leadership position in key markets, being usurped by its largest competitor. A quick turnaround was needed to reestablish its leadership position for one of its biggest brands.
THE SOLUTION
The category was redefined based on consumer need states, resulting in a new product and brand portfolio strategy. Subsequently, new vision and positioning statements were developed, leading to revised innovation and marketing plans. New segments were successfully targeted with revised marketing campaigns.
THE OUTCOME
The core brand regained its #1 market position in the U.K., France, Germany and Australia within two years.