Business turnaround from declining to a growing profitable business
The business was declining for 3 consecutive years with loss in market share and erosion of brand equity. The intervention involved complete analysis of business performance, internal capabilities, portfolio strengths & weaknesses, marketing strategy, category drivers and consumer realities. The solution was an end to end business strategy comprising portfolio construct, marketing mix, innovation pipeline and increased profitability. This resulted in a double digit sales growth with gain in penetration and market share.
Competencies
- Business Strategy
- Brand Strategy - Positioning, Brand Architecture, Integrated Communication
- Category Management
- Strategic Portfolio Management
- Resource Allocation
- Innovation - NPD concept and launch
- Media strategy - traditional and digital
Context: Need to revive category consideration in consumers and provide right marketing mix for adoption
(Why & What ?)
- Category losing relevance to consumers
- Price and Competitive Intensity
- Brand losing trust and affinity with consumers
- Changing Category dynamics, posing challenge for future growth & Profitability
- Digital transformation posing the need for new ways of marketing
(How ?)
Led a cross-functional team to ensure and achieve:
- Mining consumer insights and trends
- Consolidated brand architecture with revamped integrated communication across portfolio
- Digital strategy including dominant social media presence and e-commerce
- Horizontal and vertical innovation
- Portfolio prioritisation and cost-saving
- Stakeholder management
- Geographic expansion