Uniting Business Lines and Unlocking New Sources of Growth
How can we better understand snack food behaviours, so we can both leverage our existing portfolio and develop potential innovation opportunities, in order to maximise growth in our key geographies
We began with a primary survey, plus data from across Kantar, to define the Global Snacking demand framework. We then moved on to define Where to Play, sizing and prioritizing consumption moments, and how to win in those spaces – both globally and locally. Finally, we initiated a new brand creation in the 2 priority opportunity areas, and hardwired brand targets into media planning data.
A Reframed mindset; from narrow category thinking to a broad perspective of consumption moments and changed innovation strategy; bigger and better innovations based on real growth opportunities.
We maximized Pladis’ portfolio reach; More penetration with clear delineation across brands. Created more meaningful conversations; more customer buy-in and support through thought leadership. Implemented a new business approach which was deployed consistently across the organisation.