Unlocking Growth Through an Optimized Brand Portfolio
The international dairy cooperative Royal Friesland Campina aimed to become the world’s leading naturally healthy beverage company, doubling revenues by 2020. Facing tough competition across the industry, Friesland enlisted Prophet to create an effective brand-led strategy to quench the thirst of Europe and Asia.
Prophet conducted a comprehensive market assessment and developed a segmentation based on consumer needs, product consumption habits and brand perceptions. Informed by executive interviews and beverage category consumption data, Prophet recommended the realignment of RFC’s brand portfolio – rationalizing it to focus on fewer, stronger core brands. Using the data to develop several growth opportunities, we showed RFC how the firm could reach its future goals with new, innovative offerings.
The CEO and executive board of RFC embraced our growth strategy recommendations for its portfolio and dairy based beverages. Prophet went on to lead a global road show to gain buy-in for the strategies among internal stakeholders. Since then, Friesland Campina has seen annual revenue increase by over 1 billion euros.