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ケーススタディ

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

  • A renewed focus on core and hero brands.
  • Coordinated plans for hero brands. We worked with cross-functional teams—notably sales and marketing leaders—to redirect media spending to hero brands, rationalize SKUs and outline promotion and pricing strategies.
  • New retail partnerships to reclaim category leadership.
  • New brand launch to reach 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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