Reigniting the core product range and driving profitable growth of a newly acquired brand Case study – commercial excellence
Our rigorous analysis makes the complex simple
We help our clients maximise profitability and increase market share at pace We partnered with a global branded food and drink organisation on their journey to integrate a newly acquired premium water brand into their broader business. Together, we delivered at pace and in full, navigating challenges such as declining margins and the evolving needs of the away- from-home market. Through close collaboration, we reignited the core product range and improved profitability by implementing a refreshed pricing strategy. Leveraging an AI-enabled data-driven approach, we established a robust commercial strategy and created an unconstrained blueprint for category leadership. The brand lacked a clear long-term commercial strategy that would enable them to maintain their success in the away-from-home market and meet the changing needs of shoppers and wholesalers. Margins were decreasing, and they were facing further headwinds through the introduction of various legislation and taxes, threatening the overall profitability of the business.
6.5% margin uplift identified over the next five years with a route to double volume per annum
We developed a pricing strategy based on simplification, margin growth and revenue protection to cut through price and terms complexity. We simplified the number of SKUs to ensure the core range was laser-focused on consumer needs, at a price that was consistent and competitive. Most importantly the approach and tools were developed shoulder-to-shoulder with teams from RGM, sales, marketing and finance to deliver a truly cross-functional solution.
“I really feel the Newton team has gone above and beyond.” VP Sales
We leverage ways of working to better target growth
We analysed 30+ datasets and gathered insights from over 90 outlet visits to equip the teams with a data-driven market engagement approach. This targeted the right customers and consumers to accelerate growth in a sustainable way.
Our transformative approach drives market penetration
We developed a strategy to unlock new markets and geographies, analysing operational capacity to inform a site expansion plan. By truly understanding the market position within away-from-home alongside the wider product portfolio, we provided insight to inform a long-term brand positioning transformation.
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