CASE STUDY

Ethnic Food Category Growth Strategy

Background

The client was a well established and growing ethnic food brand present in multiple product categories thanks to its master brand franchise. However it needed to identify and prioritise where to focus

Objectives

  1. To determine the key categories which had best future growth potential
  2. Identify, size and prioritise growth opportunities
  3. Recommend ‘Where to play’ based on ‘Right to play’

Outputs


We started by looking at what were the brand’s core categories based on existing data and perceptions, and which were adjacent and complimentary.


We used a comprehensive shopper survey to profile and prioritise segments. This included target audience profiles plus key growth drivers like penetration, frequency, spend and weight of purchase. This was compared to the brand’s consideration and fit in each segment.


In a series of workshops we looked at each opportunity segment, what growth driver to focus on and modelled the impact of growth for the brand. We then discussed the ability to implement each opportunity. This process also allowed the client to assess the likely return on investment before implementation.

Return to Category Growth or read more case studies… Oral Care Category Strategy | North Asia Category Growth Opportunities

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