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Helping a drinks brand know where to play and how to win

Our Work

Helping a drinks brand know where to play and how to win

Sector: FMCG
Project period: 6 months
Services used:

Business Growth Strategy

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The Challenge

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In a rapidly changing and uncertain market, Twinings wanted to know exactly where to focus to drive growth across the next 5 years.

They required us to help them identify the channels, shopper and consumer needs that offered the most attractive options to grow sales and profit. The business also needed our viewpoint on the resources and capability required to succeed, as well as guidance where to focus their investment.

Our job was to provide clarity and clear choices, offering a strategic approach and budget setting process for the business and key stakeholders.

The Approach

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We developed a commercial and channel strategy for the next 5 years using our business growth methodology, which we refer to as 'where to play and how to win'.

This strategy defined the sources of growth, how to deliver it and what the profit ambition looked like.

Working with the Client Leadership team, we used our market modelling tool to identify and quantify the growth sources, together with our 'Where to Play' Analysis tool to segment the range, channels and customers into the most attractive options to drive future growth and profit.

Our 'How to Win' methodology was then used to develop the key value drivers, strategies and tactics to deliver the growth ambition and to prioritise the key resources and investment on the most attractive options.

Our approach provides clarity and clear choices about the future, helping clients to navigate the complex, uncertain and changing world facing Commercial teams.

"The Sellex approach helped channel our resources into the priority Channels and Customers and provided compelling evidence to support our investment choices"

Alan Rootkin, Sales Director, Twinings UK and Ireland

The Outcome

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The outcome was the delivery of a clear commercial strategy with 6 key value drivers and enablers that would help to deliver future growth. We also supplied account plans by channel and major customer, with defined strategies and tactics for each. The client received quantified plans to deliver the 5 year ambition for growth and profit required.

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