Moving from individually managed brands to a group portfolio strategy based on a segmentation and further customer.
Challenge:
Multiple retail brands in the portfolio. Currently not strategically managed and lack of strategic commercial approach Brands and value propositions individually developed Inside-out mentally A strong need for understanding which customer segments the different brands attract and have a potential to attract
Approach:
Comprehensive segmentation study including qual-research as foundation Improved understanding of the commercial and competitive dynamics that affect the brands today and moving forward Cross functional transformation program approach, rather than project approach Program and process tailored to client capacity and resources. High involvement.
