Online IMS FMCG Food
Our client, a top 10 UK FMCG food manufacturer with a stable of household brands asked us to provide project resource within category management/ MS&P.
Resource challenges meant that great work done by our client’s team launching NPD in Impulse couldn’t be analysed for critical success factors. Our category marketing expert was tasked with analysing share gain and retailer share of market, as well as ROI against the launch campaign, against a launch billed as gold standard internally.
Our category expert with more than 10 years FMCG experience identified that while the launch had been successful, and the product itself continued to be successful in Grocery, the product itself had suffered since launch in Impulse and had become a de-list candidate. A range of measures were recommended based on wide industry experience to remedy this.
- A new strategy within Eat Now in Impulse, both on this product and others
- A complete change in the way this company launches and supports Impulse products