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Food Co. jump-starts growth with return to core brands

In just a few months, Bain helped a food company pull itself out of the red and into the black after years of slumping sales and vanishing market share. The turnaround recipe blended a renewed commitment to core and hero brands with comprehensive, cross-functional brand planning.

  • min read

概要

  • 17 point increase in YoY sales change
  • 3.1 point increase in YoY share change

全文

The Situation

Food Co.* had long emphasized profits at the expense of brand equity, product innovation, market leadership and category strategy. The company returned to growth mode by getting back to basics: focusing on its core, promoting hero brands and eliminating weak sellers.

Our Approach

  • Focus: Bain helped Food Co. refocus on core and hero brands.
  • Hero brand plans: Bain worked with cross-functional teams—notably including sales and marketing leaders—to institute coordinated plans for hero brands. The plans redirected media spending to these brands, rationalized SKUs and outlined promotion and pricing programs.
  • Retail partnerships: Bain helped launch a new retail partnership to reclaim category leadership.
  • New brand launch: With Bain's support, Food Co. launched a new brand to address a high-potential customer segment.

The Results

 

* We take our clients' confidentiality seriously. While we've changed their names, the results are real. 

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