Growing out-of-home Beverage Category to Leapfrog Competition

The Business Issue

Based on a corporate growth strategy, our client needed to grow the out-of-home beverage consumption category to meet financial goals and leapfrog the competition.

The Background

The out-of-home beverage category had been stagnant for three years. The client needed to understand the size and opportunities that exist in this forum from the out-of-home beverage consumers and food service beverage buyers to develop a go-to-market action plan, fuel innovation efforts, and discover ideal distribution channels.

The Solution

The team delivered a solution that integrated two segmentation schemes; one for consumers and another for food service operators utilizing U&A data. Integrating the approach provided a holistic view of beverage opportunities stemming from consumers needs and consumption patterns that linked to the type of operators best suited to deliver beverage solutions to satisfy demand.

The Business Value

Buyer attitudes provided detailed tactics for moving into new distribution channels. After sizing the market opportunities for both schemes, the target market was better defined and true growth opportunities were clear. "This is the lens we look through to create all of our Account and Marketing plans," commented the President of the US Division. Based on the insights and recommendations, a new product was launched that has substantially increased revenue in the category.