Case Study: Assortment Optimization – Soft Drinks Manufacturer

Assortment Optimization – Soft Drinks Manufacturer

Client Description

European Soft Drinks Manufacturer


  • 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.


  • 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.


  • 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.

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