FMCG: DRINK
01Future growth / Portfolio strategy / Customer understanding
How do you future-proof a business when 60% of its revenue is tied to one product?
A major drinks business had a hugely successful product at the centre of its commercial model. But customer behaviour around the category was changing.
The question wasn't simply how to sell more of the existing product. It was: where should future growth come from if the thing that made the business successful couldn't be relied upon forever?
We helped the team get underneath changing customer behaviour, understand where future value could sit and identify the strategic choices available to the business. Then we went about creating a prototype to test in the real world.