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.

Results so far:

  • Segmentation delivered
  • Step changed insight landscape and market understanding in organisation
  • Revised brand positioning established
  • Planning next phases