Channel and customer strategy · Beverages
UK Beverage Channel and Customer Strategy
CPGS assessed UK channel and customer performance for a global beverage company - consolidated market data, competitor benchmarking and leadership interviews supported three growth scenarios and recommendations on priority channels, customers and a £300 million revenue opportunity
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.
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