Consumer/FMCG

Consumer/FMCG

Fighting a Megabrand

Context

The client owns brands in several consumer product categories, all threatened by a single megabrand.

Approach

Innovia was asked to design and run a cross-category workshop to help develop the client’s competitive strategy. The workshop addressed co-promotions, new products, brand and sub-brand strategies, and internal structures and metrics.

Impact

Our client now has an understanding of the size of the threat, the internal barriers that inhibit response, and the route to overcoming them.