Helping salty snacks brand win in the new category.
Client
Global Snacks Brand
Background
War Gaming and Strategy Development.
Overview
The client is a global leader in potato chips. The product was launched into a new territory of cool, indulgent stacked chips to counter existing competition in the segment, and a fresh approach to brand strategy was needed for long-term positioning.
We offered brand leaders our proprietary commercial-simulation methodology — War Gaming — to pressure-test current strategies against likely reactions from the main competitor. The workshop ran Action / Re-Action / Counteraction rounds to reveal the implications of competitor moves in response to the innovation strategy.
Outcomes
- Competitive intelligence collected to understand possible competitive moves and reactions to the new strategies
- Consumer barriers and drivers explored for integrated campaign development
- New ideas and initiatives fed into the innovation pipeline
- Ideas sized for opportunity and feasibility to set business priorities
- Volume and share forecast for the innovation developed, sizing the ideas in net revenue and providing an internal sales story
