Strategic clarity, portfolio redesign, and route-to-market optimization for a leading CPG player navigating a Stage 4–5 category in moderate growth and highly competitive intensity.
WHAT WE DID
- Deep Market & Category Diagnosis
Field research across 30+ retailers (modern, traditional, hard discount). Competitive benchmarking on portfolio, pricing, shelf, innovation. Lifecycle assessment identified Stage 4–5: SKU proliferation and trade pressure. - Portfolio & Strategy Redesign
Built Winning Aspirations by category (Playing-to-Win). Defined a multi-brand Tier 2 / Tier 3 architecture. Surfaced structural gaps in SKUs, pricing ladders, and formats. - Route-to-Market & Trade Strategy
Diagnosed shelf and distribution execution gaps. Built playbooks for hard-discount adaptation, private-label competition , and SKU rationalization & expansion. - Strategic Options & Roadmap
Stress-tested four paths — Back to Basics · Targeted Growth · System Creation · Pivoting — and prioritized System Creation + Portfolio Expansion as the value-creation engine.
IMPACT DELIVERED
REVENUE & GROWTH
+8 – 11% share
Clear path to share gains in key categories over 3–5 years, plus identification of high-growth adjacencies (liquids, ecosystem products).
PROFITABILITY
Improved price architecture and margin mix.
SKU strategy balancing volume vs. value capture.
COMMERCIAL EXECUTION
Closed shelf-visibility gaps vs. category leaders.
Expanded distribution in underserved channels.