The Rationale

The goal for the organisation is to increase its market share within the soft drink industry ahead of category growth by 2% while establishing its rationale and positioning itself accordingly.

The Strategists were brought on board to develop a growth strategy to reach these goals while leveraging the collective strengths of key role players associated with the brand to develop the soft drink division in collaboration with a leading soft drink brand partnered with the firm.
 
The Method

Our firm developed a five-pronged approach to develop and strengthen the internal functions of the firm. This approach was implemented and developed to match the objectives of the organisation effectively and sustainably.
 

Our approach contained the following sections:

• Margin growth.
• Meaningful communication.
• Relevant innovation.
• Trusted by DC’s and retailers.
• The right flavour houses.
• Effective portfolios.

The Strategists became a full-fledged advisory partner with the group to develop a plan for the way forward. Utilising key aspects of strategic advisory, innovative function creation, product strategy development, marketing expertise and an overall branding strategy for the inclusion of the soft drinks offered by the firm.
Our firm adapted the existing benefits and unique selling position of the firm into a position more suited towards the accomplishment of its vision.

Through various executive hackathons, strategy meetings and market research, we developed an executable way forward.
 
Closing Thoughts

Maintaining a strong position in the FMCG sector is as challenging as it is expensive. To better the position of our partner, we looked internally and carefully.

The retail industry is a consistently developing one. The organisation had all the rights to focus on its strengths and develop those in place of innovating something new. With our help, this retail group was able to put boots on the ground to develop a brand-new approach to the soft drink market without comp