Assortment Optimization – Soft Drinks Manufacturer
Client Description
European Soft Drinks Manufacturer
Background
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The category was presented in the store in a traditional way, with a focus on product format.
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Assortment was planned by product format with guidelines based on historical understanding of the consumer and shopper.
Objective
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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.
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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
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TPG worked with the client and research agencies to develop breakthrough insights on the category.
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New growth drivers were developed, with a focus on health and wellness.
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A new category segmentation was defined.
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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
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Transformed skills, capabilities and confidence levels within commercial teams leading to significant breakthroughs with major retailers.
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8% increase in stores where the new assortment and layout was implemented.