Unlocking the range evolution for a leading global portfolio in France

CLIENT: Fortune 500 CPG Company

The Business Issue

Our client needed to optimize their portfolio to maximize return on investment. Their current portfolio included a few underperforming variants leading to a need to better prioritize their strategies including identification of the best launch candidates, complementing existing range, and replacement of SKUs.

The Background

In a highly competitive market, pressured by distributors, our client needed direction to optimize their portfolio to ensure steady growth by recruiting new consumers. Market share needed to come from competing products and avoid cannibalization of our client's other brands.

The Solution

Traditionally, range optimizations were handled through TURF analysis. However, this methodology became limiting given the brand strength in the market and the important number of references included in the range. RI implemented a Range Solve study, which works off of a simple premise - simulate shopper decisions based on many scenarios and develop a transparent model that can be used in many situations. Using Range Solve, RI was able to unlock the key insights to better address the brand evolution. Not only did it answer the fundamental business questions, it optimized resources positively impacting budget and timing.

The Business Value

The knowledge that RI was able to glean using Range Solve provided the client with the knowledge they needed to optimize their portfolio. We offered deeper insights and went a step further in answering their business objectives, while keeping resources engaged at a very reasonable level. Based on this research, their range was reorganized and Range Solve is now used as a best practice approach across their business.