Fighting for market share in savory snacks in Europe.

Overview

The leading snacks producer in Europe and the #1 branded producer of savoury snacks in Western Europe faced aggressive expansion from a competitor that was driving its market share down. Our job was to help the brand team understand the drivers of share loss and build a plan to reverse the game.

We designed a project with elements of commercial simulation (war gaming) to develop a counteraction plan and offensive scenarios for integrated cross-functional teams (brand marketing, insights, R&D, finance). As a critical piece, we built a comprehensive competitive overview of the key players across the major European markets, featuring their key performance drivers — letting us derive priority measures, gauge the probability of competitive reactions and forecast the feasibility of specific actions.