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Case #3: Global CPG Player

Assignment: Category Leadership

Type: Value-Add

Situation

• Client’s key brands had begun to plateau under pressure from competitive brands and store brands (both private label and generics).

NECG Insight

• The best way to compete with private labels and generics would be to offer more variety with new flavors and shapes and totally new brands creating added value in the category.

Recommended Strategy

• Launch new flavors and shapes along with significant repositionings of other brands against specific value propositions.

Results/Outcome

• Client rekindled growth of both the product category and its share of category, eventually driving its major competitors and generics out of business and arresting the growth of private label.