A global wine producer and marketer required a more focused go
to market approach across its portfolio of brands to deliver
improved profitability while growing brand equity.
What was the question?
Under a new CEO, there was a need to shift company focus from
volume/case approach to value focus.
Given current brand economics, the Australian channel structure
and consumer buying behaviour, how can the group focus its brands
on the highest value and consumer fit?
What did we do?
- Assessed and quantified the current market by channel and
type
- Researched consumer buying behaviour
- Analysed brand economics
- Designed and managed a decision-making tool to help management
focus the right brands in the right channels with the right
support
- Worked with key management to implement the strategy across the
organisation
What was the outcome?
A potential upside of +$50m profit was identified, the CEO and
senior marketing executives signed off on the strategy and
direction, incentives and measures were aligned to the strategy,
the management tool was integrated into reporting to maintain the
re-focused approach and investment was put against the key
brands.
Testimonials
"This is the best piece of brand channel work I have seen" - Client CEO
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