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Marketing Strategy in a global drinks organisation

Marketing Strategy in a global drinks organisation
Region USA
Sector Retail and Consumer Goods
Offering Strategy

The Challenge

This global drinks company was losing market share in one of its core categories, despite increasing its marketing spend.  Q5 was engaged to support the review of its marketing effectiveness, to understand how the team operated and how they defined their marketing strategy to unlock opportunities to improve the overall team effectiveness. 

Our Approach

We conducted over 50 interviews with key internal stakeholders to identify and prioritise potential problem areas.  In parallel to the qualitative review we gathered key sales and expenditure data and build a robust model that allowed us to assess the drivers for underperformance against competitors.  We worked closely with key stakeholders to test and validate the results of our modelling, performance assessments, insights and recommendations.

Key Outcomes

  • We defined a new marketing strategy approach with focus on end consumer rather than retailer, as well as develop a portfolio prioritisation matrix and marginal return methodology to enable them to optimize the future value potential of their existing portfolio, including recent acquisitions. In addition, we introduced operating model recommendations to provide differentiated ways of managing incubation brand vs established brands.
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