Case Study
Author: Jeff Stern | 5 minute read
TPG helped a client strengthen strategic leadership in a new category through a four-step approach: defining a consumer-focused vision, discovering insights from research, developing a strategic growth framework, and deploying tools and training for their team. This program delivered thought leadership, sales growth, and stronger partnerships with key retailers like Kroger, Target, and Walmart.
The Opportunity
Client has built a world-class Category Management function over the years to support its flagship business. In recent years, as client has expanded its portfolio into a high-growth category, its level of strategic thought leadership with key retail partners has not followed.
Category Vision Program Goal
Elevate our position with retailers, establish ourselves as trusted growth partners.
The Approach
TPG led a Category Vision Program for the client’s new category, rooted in the following steps:
- Define - create an insights-informed, consumer-facing view of the category.
- Discover – synthesize key learning and implications from primary & secondary research.
- Develop - articulate an inspiring and galvanizing vision for the category, underpinned by a range of strategic growth drivers and supporting initiatives that will help deliver the growth ambition.
- Deploy - lead training sessions to expose team members to the entire toolkit, and coach them on how best to customize materials to their customer.
The Outcome
Objective thought leadership, influence, and mutual sales/profit growth in new-to-client category with all top retailers but disproportionately with Kroger, Target, and Walmart.
Meet The Team
Peter Leech
Jeff Stern
Valerie Wilson
Andrew Dauska
