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Case Study
Delivered 10X growth on a start-up brand in the personal care space

The client aimed to establish a new business from the ground up and engaged NorthSide to develop the concept and drive end-to-end commercialization.

NorthSide identified a compelling business concept that represented a blue ocean opportunity within a red large ocean category. NorthSide also helped in developing a regional strategy, establishing sales and supply chain systems, setting up e-commerce, and creating new products to drive growth.

NorthSide Approach

1. NorthSide identified a compelling blue ocean opportunity within a large category and recommended a mix of regional strategy and e-commerce to drive growth and optimize the business model.

2. Established a sales system to target the right set of outlets and set-up a supply chain system to maintain the right amount of buffer stock, ensuring less than 1% out-of-stock situations on a monthly basis.

3. Helped build the e-commerce marketplace

4. Executed demand generation campaigns that included BTL activations, e-commerce digital campaigns and regionally focused ATL campaigns.

5. Developed a robust process for innovation, resulting in a strong product pipeline of consumer-validated ideas using a globally acclaimed third-party tool.

6. Collaborated with the client from idea generation to commercialization of new products to fuel growth.

Results

Achieved a 10x revenue growth in 18 months.
Grew e-commerce from zero to 40% of the revenue mix.
Successfully commercialized new product ideas.

More Case Studies

Venture Incubation

FMCG major incubates new snack brand that achieves 18X revenue growth

A traditional B2C food and beverage brand in India partnered with an international snacking company to introduce an exotic snack brand, to the Indian market. NorthSide was brought in to lead the venture incubation process, from crafting a strategic market growth and execution plan to positioning and growing the venture in a competitive market. Key areas of focus included establishing a strong brand identity, defining a clear target audience, and managing execution to create an impactful digital and social media presence. NorthSide Approach Developed a full-fledged strategy covering developing the right product sensory appeal using sensory testing, brand positioning, and a go-to-market plan. Conducted in-depth research to identify the target audience and crafted a compelling brand proposition that highlighted the product as an exotic, premium snack option. Identified a key consumption occasion to focus on Positioned the product in a way that broke through clutter and drove persuasion to encourage consumption within the target audience Helped create a packaging that highlighted the key physical attributes of the brand and established its brand equity Helped build the e-commerce and quick-commerce distribution Developed creative assets, including static and short-form video ads, to capture attention and communicate the brand’s exotic appeal. These creatives were tailored to engage the audience across digital touchpoints and to drive traffic to sales channels. Key Insight Focusing on a consumption occasion can help position a snack option and tailor brand messaging in a competitive FMCG market. Results 18x growth in revenue achieved within 10 months of launch 15X growth in volume units sold achieved No. 1 bestseller in key marketplaces in the category

Venture Incubation

FMCG major incubates a new brand that achieves a growth of 80% month-on-month

An FMCG major looking to extend their business into new categories engaged NorthSide to incubate a new brand and execute it in the market till it achieves a product-market fit. NorthSide Approach Mapped the opportunity spaces in the market Used proprietary research techniques that combined the occasion opportunity with the sensory appeal and product attributes that are required in the occasion. Identified a discerning consumer segment and specific occasions as the target segment & occasion Used product sensory tests to develop a differentiated formulation that meets the consumer's need Maximized the product's right-to-succeed and determined the price premium. Developed a positioning concept and tagline for the product, in line with the target segment and key occasion insight. Helped redesign the packaging and pack construct to suit the targeted occasion. Developed the creative assets required for launch across consumer touchpoints that included offline and online retail channels. Launched the product in the market. End-end execution of the marketing programs on key e-commerce, quick commerce and select offline channels done by the NorthSide in-house team Key Insight Discerning consumers look for products for specific consumption occasions but most products available are not designed keeping specific occasions in mind. There was an opportunity to find a sizeable occasion and design the products for that. Results Identified a large consumption occasion to target. Developed a positioning, key visual, and tagline. End-to-end opportunity mapping to market execution done within 9 months. Ensured uniform execution across all consumer touchpoints with an integrated marketing approach. Month-on-month revenue growth increased and reached 80% within 3 months of launch.

We are NorthSide. A strategy and execution company, that helps companies, incubate ventures and scale up brands by integrating market intelligence, insight generation, market segmentation, brand proposition development, creative services, e-commerce and quick commerce scale-up, all under one roof.

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