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Case Study
Master brand proposition drives innovation, market share gain and 30% efficiency in marketing spending for a mid-sized FMCG company

A mid-sized FMCG company selling products under various brands and sub-brands with similar benefit areas was experiencing suboptimal marketing performance and rising media investment compared to industry benchmarks. NorthSide was engaged to help drive innovation while increasing the efficiency of marketing spending in a competitive market.

NorthSide Approach

  1. Identified the core portfolio of the brand by undertaking specialized research that highlighted the brand’s strengths and how the portfolio could benefit from the mother-child branding approach.
  2. Identified a core equity benefit that could support the portfolio without diluting the existing sub-brands.
  3. Identified innovation opportunities that could leverage the core equity benefit proposition.
  4. Developed a core brand positioning.
  5. Conducted consumer testing of the brand positioning concept for performance using qualitative and quantitative testing models
  6. Developed brand advertising for mass media based on the new brand positioning.

Key Insight

Marketing campaigns were experiencing poor performance due to suboptimal spending across many brands, making the portfolio less competitive. This also prevented the company from capturing innovation opportunities that could be better executed under a single brand rather than multiple brands or sub-brands.

Results

  1. Achieved an efficiency of 30% on marketing spending while maintaining brand health KPIs on awareness, consideration, and equity metrics.
  2. The revenue market share of the company increased following the execution of the new positioning.
  3. Developed and executed an innovation pipeline with the new master brand.
  4. Achieved significant growth in revenue from innovation as a percentage of total revenue.
More Case Studies
Brand Scaling

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.

Brand Scaling

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.

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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