Case

Leader brand in beverages category faced two real challenges – declining share and stagnating category. The challenge was to set the brand back on its growth and revive the category as well. The whole “fix the mix” module was applied to the case and clear barriers to share decline and category stagnation were identified. The project was a success. It used a combination of data mining and fresh insight work to arrive a potential issues and opportunities for the brand. Apart from data mining and fresh insight work, a number of workshops were facilitated to explore potential solutions.