Re-focusing a brand portfolio

Challenge: How to turn around declining sales and grow brands in a billion dollar vitamins and supplements market?

“Ours was a turnaround story. Our brands were underperforming in the market and we needed significant insight and direction to deliver a growth outcome. GSG were true partners on our journey. There was trust from the get-go, built on GSG’s ability to methodically pull apart and understand the markets in which we operate. Their clear thinking and structured recommendations resulted in an actionable plan to grow. We are now three years from our initial engagement with GSG and have experienced YOY double-digit growth in each of those years. Our partnership with GSG continues as we grow into new categories and new markets.”
– Glenn Cochran – CMO, Integria Healthcare

Integria, a branded healthcare supplements business operating in Australia, NZ, Asia and U.S. markets needed to arrest the decline in sales and profit performance while developing a growth strategy to reach its goal of doubling the size and profitability of the business.

GSG’s ROCF Approach: Re-focused brand portfolio with aligned marketing, sales and innovation investment to multi-channel needs.

Working closely with the CEO, CMO and Head of Sales, our team delivered:

  • Clarity of where to focus for growth: With limited data available, the GSG team identified and quantified the relative value opportunity of priority categories and channels against Integria’s brand, product and distribution strengths. This was derived from a detailed assessment of the Australian and key international South east Asian and U.S. consumer and practitioner markets and the internal capabilities of Integria.
  • A re-focused brand / channel portfolio establishing lead brands by channel, tactical brands and exit brands. An approach that would see brand and channel investment allocated more efficiently into focused product innovation, with the aim to extend Integria into new product categories.
  • A go to market approach incorporating sales, marketing and innovation investment strategy led to re-allocated brand and channel investment and focused product innovation pipeline by category.
  • Recommended organisation and business case with investment and resource allocation recommendations across sales, marketing and NPD innovation investment.

GSG’s ROCF Impact: Double-digit sales and profit growth

Three years down the track and Integria is experiencing offshore, category, channel and brand growth, all resulting in double-digit annual growth for the brand. (Prior to GSG’s engagement, index sales were trending downwards from 100 to 90, however, post brand strategy, sales have increased from 90 to 135 in three years, with a trajectory to hit an index of 200+).

Integria continues to use the legacy ‘market fact base’ asset for resource allocation decisions on segment value to focus, competitor and channel performance.