CHALLENGE
Coppertone needed to shed some light on new & differentiating innovation opportunities to drive Coppertone Sport growth and relevance.
ACTION STANDARD
We developed hypotheses, co-created with consumers and conducted an inspiring innovation lab workshop with a cross-functional team.
DELIVERY
Innovation concepts ready to be tested and quantified.
BUSINESS IMPACT
We helped to define the 2021 innovation strategy.
CHALLENGE
Bimbo was about to launch a new, more ambitious, and innovative variety of bread, Rustik. There was a need to validate the launching from the conceptualization of the category and the development of a strategy of the marketing mix that allows to appropriate the consumption occasions that have the best fit.
ACTION STANDARD
We identified the potential consumption scenes, characterized the target and defined the strategic guidelines.
DELIVERY
Platform for the launching of the «Rustic Bread», built on the marketing, communication and branding strategy in view of its launch in 2015.
BUSINESS IMPACT
The Rustik Bakery, the final product, has earned 16 best awards.
CHALLENGE
Develop sizeable innovation opportunities for TCCC total portfolio to ensure resources efficiencies and cross-categories implications.
ACTION STANDARD
– Strategic Recycling of existing knowledge.
– Ethnographic interviews with consumer.
– Planning work.
– Operationalization of opportunities into U&A database.
DELIVERY
Innovation platforms (Innovation Pathways) integrating consumer insights and internal strategic input (live initiatives, functionality, etc.).
BUSINESS IMPACT
– Better use of resources.
– Stronger insights.
– Speed & continuity.
CHALLENGE
Organizing the Bimbo South Latin brand portfolio to avoid overlaps between them.
ACTION STANDARD
We detected the main motivations associated to each brand to make sure each one of addresses a unique motivational space.
DELIVERY
A motivational map tool built from a qualitative and quantitative perspective that allowed to detect and size the opportunities.
BUSINESS IMPACT
The motivational map allowed to widen market opportunity by tapping into uncovered spaces, plan innovation for each brand, repositiong some SKUs, and discontinue the less relevant products.
CHALLENGE
Develop a global solution of Drinking Moments*, conduct a landscape mapping and opportunity identification to guide portfolio strategy.
ACTION STANDARD
– Existing database exploration.
– Algorithm development.
– Business analysis.
– Working sessions with client (research + marketing).
DELIVERY
12 global Drinking Moments**, and a set of brand choices to maximize portfolio.
BUSINESS IMPACT
– An easy-to-understand cross market segmentation.
– Aligned sparkling & stills approach.
– Exhaustive and granular brand choices.
CHALLENGE
Generate a segmentation model of On Premise Key Accounts to develop optimized strategies, based on fact-based diagnosis of the situation, role and fit of each KA regarding Beverages Industry and TCCC Brands.
ACTION STANDARD
1. Diagnosis: Deep understanding of KA landscape and situation from On Premise and Beverages perspective.
2. Business Planning: Articulate of a roles model to define the position of each KA.
3. Working Sessions: To share and implement an strategic decision tool for managing KA portfolio.
DELIVERY
– Identification of opportunities for KA in different development stages.
– An up and running segmentation tool & a protocol of action.
BUSINESS IMPACT
“This is a huge improvement for organization and prioritization of KA strategies”
CHALLENGE
Coca-Cola needed to define a global way to plan, select and evaluate assets.
ACTION STANDARD
We conducted an extended revision of existing information & had conversations with key stakeholders across the system.
DELIVERY
A step by step framework to plan & select assets that drive business growth and strengthen brands’ essence.
BUSINESS IMPACT
We generated efficiencies by making the assets planning & selection process more globally consistent, strategic & precise.
CHALLENGE
In order to deepen its positioning and introduce a more accurate management of segments, Interbank sought to develop a strategic segmentation model of individual clients and implement it in its management model.
ACTION STANDARD
We designed an ad-hoc, 4 approach project that included Business Growth Strategy, Marketing Excecution, Brand Strategy and Portfolio Strategy.
DELIVERY
Motivational map and understanding of psychographic profiles in relation to the use of money, allowing to determine the weight and relevance for each of the segments, the variables and attributes that characterize them.
BUSINESS IMPACT
Target understanding and findings to develop an excecutable algorithm that will allow correlating the bank’s clients with psychographic profiles, to offer a more relevant offer for each client and maximize the relationship. Development of client-centered experience with communication integration and service innovation.
CHALLENGE
Prepare TCCC system for a smooth and flawless transition of the AdeS brand; ensuring the maintenance of key indicators that in the first stage and the driving of growth through the development of brand positioning and communication strategy in the second stage.
ACTION STANDARD
1. Origins & Landscape: Deep understanding of category and brands origins and evolution.
2. Brand assessment: Business and consumer perspective overview regarding AdeS values.
3. Business strategy: Articulate key findings and ambition to define path for growth and positioning strategy.
DELIVERY
– Plant Based market assessment and Brand diagnosis.
– Actionable understanding of the landscape and consumer insights.
– Development of Brand Storybook and new communication assessment.
BUSINESS IMPACT
https://youtu.be/vjIvPWmzxJk
CHALLENGE
Develop a differential EVP (Employer value proposal) to engage and attract talent in a competitive environment.
DELIVERY
A differential positioning as employer of choice: «Lindley, a place where your dreams come true».
Internal and external EVP definition.