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Case Study
Helped develop and execute a new brand positioning, which delivered a persuasion of 90%

The client aimed to position the product in a highly competitive red ocean market where the product specifications are regulated.

NorthSide developed and executed a new brand positioning backed by consumer testing, achieving 90% persuasion among the target audience. The team also established e-commerce marketplace operations to drive sales.

NorthSide Approach

1. NorthSide analyzed the portfolio and developed two positioning routes using the brand archetype model based on consumer research.

2. Qualitative and quantitative research designed by NorthSide was used to shortlist the positioning, and globally well-acclaimed third-party tools validated the positioning with consumers.

3. The positioning was tested on the ability to break through clutter and drive consumer persuasion, achieving top-box results on both parameters, with a 90% persuasion rate to try the product.

4. NorthSide then executed and produced content with partners, translating the positioning into an audio-video commercial, and 360 BTL and ATL elements.

5. NorthSide also provided guidance and hands-on execution support to strengthen the e-commerce marketplace model.

Results

Consumer Persuasion of the tested route was 90%.
The e-commerce marketplace was successfully established.

More Case Studies

Pre-acquisition study to determine the potential to drive growth via distribution expansion for a snacking brand

A consumer goods company approached NorthSide to explore distribution-led growth opportunities as part of its strategy to enter the snacking market. The company sought to identify key distribution channels and expansion opportunities to ensure a successful market expansion. NorthSide was tasked with conducting a pre-acquisition study to map these opportunities, enabling the client to strategically position its brand in the competitive snacking space and maximize growth potential through optimized distribution strategies. NorthSide Approach Conducted a comprehensive segmentation analysis of the snacking industry to identify high-potential market opportunities, focusing on key customer segments and demand drivers. Mapped the distribution ecosystem by analyzing the structure of distributors, assessing their manpower, capabilities, and trade margin profiles through in-depth interviews with trade partners and extensive industry research. Evaluated the distribution cost structure to identify inefficiencies and areas for optimization, providing a clear understanding of cost drivers and opportunities for margin improvement. Developed strategic recommendations for scaling the business, including a targeted distribution growth plan, focused on maximizing reach in the snacking market. Key Insight A detailed analysis of the distribution structure and industry segmentation uncovered key growth opportunities, enabling a targeted, cost-efficient market entry strategy for the snacking business. Results Mapped the organization and margin structures to uncover key efficiencies and potential synergies within the distribution network. The insights empowered the organization to successfully acquire a snack player and seamlessly implement a tailored distribution strategy, driving accelerated market growth.

Identified 5 new categories to drive growth for an MNC using advanced research and analytics

An MNC in the consumer goods sector partnered with NorthSide to explore potential opportunities for portfolio expansion across global and local markets. The company sought to identify high-growth categories and untapped spaces that could align with its strategic objectives. NorthSide Approach Undertook extensive secondary research and analyzed over 400,000 online transactions across four countries to identify potential categories for leverage. Carried out a first-level assessment of the company’s existing supply chain to evaluate its adaptability and scalability for the identified categories. Validated global portfolio to identify existing products that could be adapted for the Indian market. Mapped price points to determine affordability and competitiveness within the local context, ensuring alignment with consumer purchasing power and preferences. Developed a strategy deck with recommendations for the India team to present to global leadership. Key Insight Data-driven insights identified untapped growth opportunities and optimized supply chain strategies for accretive portfolio expansion. Results Identified two individual vectors that each brand could leverage for expansion. Identified 5 new categories for the global brand to expand into.

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