How to align a multibrand strategy to capture most value within the market?
A Fortune 500 client struggled to achieve the expected market growth, leading to conservative analyst reviews and a declining outlook regarding its stock market value. To project a more positive outlook to analysts and the market overall, they intended to run a full audit on their various brands and processes to showcase the future potential and a clear strategic roadmap for greater market penetration.
Conducting a full strategy audit, we analysed the strategic setup and governance across various brands. This analysis included an in depth investigation into the value propositions of each brand includingtheir market positioning with respect to customer needs. We further challenged the goal hierarchy of the corporation for each brand, identifying a challenge between market penetration (volume) and profitability (margin) goals. The audit also investigated the current pricing practices and the alignment of the price points with the brand positioning.
The audit identified several opportunities for improvement with regards to setting the strategies, execution of the strategies and enabling factors to sustainably manage the implementation of changes. Due to the audit, the corporation aligned their brand strategies and architectures to achieve a coherent differentiation between brands. The pricing governance was re-designed to allow transparent and comparable monitoring across the organisation. Lastly, we developed a clear implementation plan for strategic customer development to increase the customer lifetime value for the organisation projecting long-term growth to the market.