Case Study
Author: Tim Madigan | 5 minute read
A CPG company faced intense competition and a shift to a brand-led structure, requiring support to simplify complex content for retailers and drive innovation for growth. TPG developed a staged approach to create impactful Category Selling Stories, including discovery, strategy development, narrative creation, and tailored retailer plans. The new Category Story debuted at the National Sales Meeting to widespread praise, supporting 9 category initiatives and driving continued collaboration on retailer presentations.
The Opportunity
CPG Company was at an inflection point as it is in a heavily competitive environment with large brand players and the company had just switched to brand led vs. sales led structure 6 months prior. They had a huge push for innovation to drive incremental growth but needed help alleviating workload and articulating complex content in a digestible way for retailers.
The Approach
Staged approach to the creation of Category Selling Stories that leads to Strategies & Activation to create shopper behavior change that drives category growth (and brand growth)
- Discovery - Analysis of industry/category trends and key stakeholder interviews
- Strategy Development - Unlock insights, foresights & pathways to orchestrate a strategic partnership with the retailer
- Develop - Develop the strategic narrative within a retailer ready presentation that positions Talking Rain as the best partner/supplier
- Engage - Deliver tailored plans for 2 key retailers
The Outcome
Rolled out the new Category Story during the National Sales Meeting and was met with praise from the sales teams and upper management “This was exactly what we needed.” Post the NSM, continued to work with the team to tailor initiative slides and retailer presentations. The broad story supported 9 different Category Initiatives.
