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Case Study
New Positioning delivers an organic growth of 3X for a healthcare company

The client sought to position a product and develop an innovation pipeline based on a novel concept.

NorthSide assisted the company in positioning their brand within the competitive healthcare space, developed a compelling consumer claim, facilitated regulatory approval of the claim, created a pipeline of products, and executed new packaging.

NorthSide Approach

1. NorthSide designed and executed qualitative consumer research using offline and online tools, which unearthed a usage occasion and a use quantity that led to the development of a health claim for the product. 

2. The health claim was then validated using medical protocols and submitted to regulators, receiving approval for use. 

3. The NorthSide team helped develop new packaging featuring the approved claim, which was rolled out into the market.

4. A plan was developed and implemented to focus messaging through free-to-use social media and drive public relations efforts around the new claim resulting in a 3x increase in sales within two months without any marketing expenditure.

Results

  1. Achieved revenue growth of 3X within two months.
  2. Obtained regulatory approval for the health claim.
  3. Executed the new packaging in the market.
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.

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