How to better recruit consumers, address growing consumption occasions, and cover different consumer needs through in-depth research
Our client, a leading soft drinks company, sought to attract new consumers while growing their brand in the Belgian market. They reached out to our experts at Simon-Kucher for support with optimizing their PPA strategy. Specifically, our client asked for assistance with identifying the most relevant packs and formats, defining clear roles and pricing strategies, and assessing the business viability and supply feasibility of an optimized assortment.
The goals of our joint project included:
Expanding our client’s consumer base by targeting new penetration packs.
Catering to an increasing number of consumption occasions with tailored pack sizes and formats.
Ensuring SKU price positioning to effectively address a wide range of customer needs.
Market and consumer insights to develop pricing and promotional strategies
We kicked off our project by conducting a competition and sell-out analysis. This highlighted white space opportunities and helped assess assortment evolution scenarios.
Through in-depth consumer research, we gained an understanding of purchase drivers, purchase limitations, and consumer relationships with both our client’s brand and competitor brands.
We also recreated the purchase situation through a shelf conjoint exercise. Here, we built a realistic and virtual shelf environment, allowing respondents to choose products as they would in a real shopping scenario. Throughout the exercise, we measured screen by screen the impact of price and pack changes on shopper decisions. This deep dive enabled us to evaluate optimal SKU configurations based on purchase behavior and willingness to pay.
The next step was to define a three-year PPA roadmap, highlighting optimized roles and objectives per SKU to align with growth objectives. Here we developed an overview of optimized assortment per channel, incorporating timing and supply feasibility assessments. Finally, we recommended strategies for new pack sizes and formats based on the identified white spots.
Boosting margins and net sales
We delivered a feasible roadmap that included supply chain and implementation timelines to achieve desired objectives. Our impact projections revealed an expected:
1.2% increase in net sales
1.5% gross margin improvement
What’s more, our client was better equipped to capture additional market segments, optimize SKU alignment per channel, and lay a solid foundation for long-term growth.
お問い合わせ
サイモン・クチャーのエキスパートがいつでもご相談に応じます。お気軽にお問い合わせください。