Maintaining brand leadership in a growing category

Developing a data-driven framework to drive short- and long-term growth

The Challenge:

A brand that had previously enjoyed strong growth in a growing FMCG category was faced with an increasing number of emerging competitors. Whilst sales continued to grow, market share was declining.

The key business question was to determine the potential for category growth and a strategy for maintaining market share that would inform future levels of investment and drive success in the short- and long-term.

Growth case diagram

The Solution:

We developed a data-driven framework to guide strategy in the short and long term. We complemented existing analytics with additional models to isolate the impact of sales drivers for both the brand and the category.

The framework enabled forecasting and scenario planning to optimise distribution, price, and media investment over the next few years.

The Results:

Throughout this process we identified the opportunity to drive £7.5m incremental profit in the first year through optimising marketing investment.