"Out Of Home Channel Presence Adopted Worth $9.2m. "


The Challenge


Yoplait hired us to solve a strategic marketing challenge. They had a very strong presence in the UK Grocery Multiples, like Tesco, Asda and Sainsbury with the vast majority of their sales and volume (95%) coming from this one marketing channel.

They were the 3rd/4th sized player, and therefore a Challenger in this market, predominantly within the Kids niche. The challenge was to grow market share through improved distribution, sales and performance.


Our Approach

  • Detailed examination of Internal Marketing Documentation
  • Internal Interviews with Marketing and Sales Role holders
  • Accompanied and Unaccompanied Channel Audits
  • External Benchmarking using traditional Strategy Models

The Journey


Understanding The Competition And The Market


Mapping Out The Segments With A Segmentation Map


Interviewed The Critical Stakeholders Within The Company


Conducting Environmental Opportunity Audits


Creation Of A Listings Matrix


Presentation Of Results From Mark


Management Adoption Of Findings

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The Results


  • Proposals for establishing an Out Of Home Channel presence were adopted by Management, worth £9.2m.
  • Proposals to establish an internal digital marketing team of 5 heads was adopted, saving £300k in outsourced costs.
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