Client
Nuts and Seeds Brand in Netherlands
Background
Turnaround of the market share for leading nuts brand in Netherlands.
Leading brand of coated nuts in Netherlands was under pressure from private labels in key retailer channels. Retailers no longer rely on being JUST middlemen for branded products and upgrade their product mix with premium looks, product quality and price advantage. Vertical integration helped retailers to control private value chain to keep price advantage on the shelf.
Our job was to do a comprehensive brand audit to suggest drivers of growth in priority retailers.
Outcome
Key brand stakeholders interviewed and common vision and brand purpose outlined and locked.
Competitive strategies analyzed and plausible competitive moves are rationalized.
Priority offensive scenarios are outlined and brand jobs-to-be-done are locked, including pack, flavor and segment development.
Detailed action plan per retailer developed, including customer story.
