Soft Drinks Manufacturer

To provide a soft drinks manufacturer with an understanding of its strengths, weaknesses, opportunities and threats – with specific focus on the emergence of new ‘challenger’ categories threatening its market share. GlobalData’s approach was rooted in an objective assessment of the past, present and future of a beverage market where category lines are increasingly becoming blurred.

Our Solution

The GlobalData team utilised expert research and cross-category forecasting, combined with consumer surveys to assess the risks to its client of continuing with its current brand range. It further analysed the size of prize – and size of ‘risk’ – of staying static or pivoting into a new category. This resulted in a recommendation and quantification of the benefits of changing strategy in selected markets and categories.

Outcome

The client has moved into a new and growing category, whilst also maintaining its core range – ensuring that overall volume continues to grow in the face of its core category remaining static.

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