The leading snacks producer in Europe and #1 branded producer of savory snacks in Western Europe has faced aggressive expansion of German based competitive adversary which has driven market shares down. Our job on this project was to help the brand team to understand the drivers of share losses and come up with a plan to reverse the game.

We have developed a project design with elements of the commercial simulation (wargaming) to develop a counteraction plan to win share with offensive scenarios for integrated cross-functional teams (brand marketing, insights, R&D, finance). As a critical piece of the strategy plan, we have created a comprehensive competitive overview of the key players in the snacking category on European markets (France, Germany, UK, Netherlands, Poland, Russia) featuring key performance drivers. As a result, we were able to derive priority measures to fight for share, determine probability of competitive reactions as well as forecast feasibility of execution of specific actions.