Doubling revenues for a beverage company across international markets
Royal Friesland Campina was looking to profitably double revenues from its dairy-based beverage division by 2020 and become the world’s leading naturally healthy beverage company. The company faced tough competition due to increasing commoditization across the industry and needed an effective brand-led strategy to break through the category and command higher margins.
We conducted a comprehensive market assessment across seven Southeast Asian, MENA and African markets, including Indonesia, Vietnam, Malaysia, Thailand, Saudi Arabia, Dubai/UAE, Nigeria, and developed a segmentation based on consumer needs, product consumption habits, and brand perceptions. Based on executive interviews and beverage category consumption data, Prophet provided strategic recommendations to realign RFC’s brand portfolio and rationalized it to focus on fewer, stronger, core brands.
In addition, based on consumer need states research and beverage consumption data, Prophet identified several growth opportunities for RFC’s Dairy Based Beverages business. Twenty opportunities were distilled down to eleven highly attractive ones. These prioritized innovation platforms were brought to life by defining the opportunity’s points of consumption.
The client accepted and applauded both the portfolio and dairy-based beverages growth strategy recommendations. Prophet was selected to lead a global multi-city road show to gain internal stakeholder buy-in for the implementation of both recommended strategies.