Consumer Packaged GoodsChannel Growth Strategy

On-Premise Growth Strategy for Energy Drink

Global Energy Drink Manufacturer|Global Consumer Brand
1,001
On-premise survey responses
299
Off-premise responses
Defined
Target segments
Created
Channel-specific value props

The Challenge

Needed to understand on-premise versus off-premise behavior and identify the segments and value propositions required to win in the on-premise channel.

on-premiseoff-premiseenergy drinkchannel strategysegmentationvalue proposition

The Solution

Qualitative + Quantitative Segmentation for Channel Strategy

  • Internal/external audit
  • Focus groups
  • Online surveys
  • Segment profiling
  • Benefits workshop
  • Actionable value propositions

The Results

Defined target consumer segments and distinct value propositions to drive on-premise growth.

1,001
On-premise survey responses
299
Off-premise responses
Defined
Target segments
Created
Channel-specific value props

Functional Areas

Consumer InsightsChannel StrategyBrand Marketing

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This Case Study May Be Relevant If You're Saying...

1

"We need channel-specific growth strategy"

2

"We need clearer segments and value propositions"

3

"On-premise is underpenetrated"

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