Assortment Optimization – Soft Drinks Manufacturer

Client Description

European Soft Drinks Manufacturer

Background

• The category was presented in the store in a traditional way, with a focus on product format.
• Assortment was planned by product format with guidelines based on historical understanding of the consumer and shopper.

Objective

• TPG led an initiative to develop a vision for the category, identify new drivers of growth and to develop a new segmentation of the category based on consumer and shopper needs.
• The project included working with the manufacturer and selected retailers to undertake joint category planning to implement the new direction for the category.

TPG Approach

• TPG worked with the client and research agencies to develop breakthrough insights on the category.
• New growth drivers were developed, with a focus on health and wellness.
• A new category segmentation was defined.
• New assortment and layout recommendations were developed, with shopper based ranging and layout and new sub-segments implemented in store to reflect the new category segmentation.

Impact/Results

• Transformed skills, capabilities and confidence levels within commercial teams leading to significant breakthroughs with major retailers.
• 8% increase in stores where the new assortment and layout was implemented.