The Client X team approached Consult Group as they were looking to step into the mainstream retail space for the first time, but definitely didn’t want to tarnish their reputation in their other existing retail channels.
They needed a long-term strategy in Australia for their established brand and product range.
We commenced a 24-month contract with Client X and kicked-off our partnership. Consult Group built the Australian market entry strategy for Client X’s brand, post our discovery sessions.
“We uncovered the growth targets of the brand and got to quickly understand their pursuit to list in the USA, and how critical Australian retail results were to achieving that goal.”
Ashley McMillan, Consult Group
We initiated and continued work with Client X’s key stakeholders to ensure whole-of-team buy-in around the new narrative, ensuring the entire business was equipped to communicate effectively on what 2022 and 2023 would deliver.
Once the strategy was developed and approved, there was an imminent need for working capital to achieve the ambitious targets. A robust 52-week business plan and P&L was developed to enable an investor to confidently invest in a future forecast.
Our Consult Group sales team was then deployed to plan, prepare, and execute the pitch + NPD (outside of review) to the buyers of all major grocery and petrol and convenience (P&C) outlets nationally to build the excitement and anticipation.
Working capital through a global party was achieved and our production schedule was initiated.
We built and implemented a launch strategy for the brand that will distance them from the competitors, drive incremental sales to their business, the trade partners and to the FMCG category as a whole.
Woolworths and Coles both ranging outside of review with guaranteed indent of all SKUs at major review. Pallet drops in 800 stores across both retailers (at reduced rates)
Exclusive flavours built for 7Eleven, who are also ranging outside of review.
All these results were achieved for Client X in under 13 weeks of this brand coming under contract with Consult Group.
“We achieved these outcomes using our innate knowledge of the category, an in-depth understanding of the retailer targets, detailed competitor analysis, purchase of scan data, share of voice/category spend data reports we had collated by our partners at Lionize to ensure we were equipped and could support our sell-in case. This supporting evidence enabled our A-team to build the right narrative, elevate Fear of Missing Out (FOMO) and drive urgency with the buying groups to execute our strategy.”
Ashley McMillian, Consult Group
