SITUATION

• A leading beverage company with a global presence spanning over 200 countries sought to evaluate the channel performance in the UK across traditional and digital channels.

• The client possessed extensive datasets on channel and sub-channel performance, as well as net revenue management data, but required structured analysis and stakeholder engagement to extract meaningful insights.
  

PROJECT OBJECTIVE

• Conduct a comprehensive assessment of market performance, focusing on all channels and sub-channels, identifying key trends, and benchmarking against competitors.

• Build a data-driven model to explore potential future scenarios and recommend actionable strategies for achieving realistic and sustainable market share growth.

• Consolidate multiple data sources into a single, reliable database and effectively communicate insights through well-structured reports and senior management presentations.

• Provide clear recommendations on required actions to address market gaps and optimize performance across channels and sub-channels.
  

WHAT WAS DONE

• Conducted stakeholder interviews with senior leaders overseeing key commercial channels, including organised trade, traditional trade, discounters, and away-from-home, to gather insights and strategic priorities.

• Collaborated with the business intelligence team to consolidate multiple data sources into a single unified database, enabling comprehensive analysis and the development of robust performance forecasts for each channel through to 2030.

• Analysed channel performance versus key competitors across volume sales, value sales, and average price.

• Evaluated sales performance for key customers in each channel, identifying client share, customer-specific dynamics, performance drivers, and growth opportunities to inform targeted strategies.

• Engaged with UK leadership, including the general manager, to present actionable insights on channel and sub-channel performance alongside key strategic learnings.
  

RESULTS DELIVERED

• Created three strategic scenarios to guide decision-making, outlining growth trajectories based on channel focus and market dynamics.

• Provided recommendations on priority channels and key customers to accelerate growth and capture a £300 million revenue uplift opportunity in the UK market.

• Developed actionable strategies for each channel, tailored to capitalise on the specific opportunities identified.