The Client:

One of the world’s leading marketers of intimate apparel and other personal products

The Issue:

Develop a brand portfolio strategy, clearly defining the consumer and channel positionings of the Company’s existing brands and identifying growth opportunities through acquisition and/or internal development. Identify top priority brands and categories for investment.

The Approach:

Interviewed CEO and management across functions to understand business objectives, perceived issues and opportunities associated with the portfolio, strengths and weaknesses, areas of internal brand conflict, competition, strategic hypotheses.

Reviewed and conducted qualitative and quantitative research with multiple consumer segments to understand equities, usage, strengths, weaknesses, perceived positioning, and opportunities by brand.

Conducted extensive trade assessment with GMs, DMMs, and buyers across channels to understand the roles, positioning, strengths, weaknesses, issues, and opportunities of each brand versus competition.

Developed a situation assessment including market/category trends, consumer assessment, competitive assessment, trade assessment, internal brand assessment.

Developed recommendations for portfolio strategy, and collaborated with management to identify new opportunities and action plan based on conclusions.

The Result:

Client implemented strategy, has profitably grown market share, and enjoys market dominance across channels.