CASE STUDY / Brand Strategy
Six brands, one investment argument
LURI S.R.L. · HOUSEHOLD & PERSONAL CARE · 2018—2019
SITUATION
Six own brands in household cleaning, skin care and personal care, each with its own city teams and its own claim on the same marketing budget. The loudest brand tends to win that argument, which is not the same as the brand that would return the most.
APPROACH
Plan the six as a portfolio rather than six times as a brand: growth, investment and return value set per brand, so a budget request had to be argued on what came back rather than on what was launched. Then run the category strategy and the campaign process for all six under one process instead of six.
RESULT
+17% sales and +10% ROI across the six brands, +4% market share with revenue up 10% six months in a row, and the pricing promotion delivered +28% on its line with +$110k in net revenue.
- Five direct reports, the city marketing heads, plus thirty indirect sales staff and the merchandiser crews.
- Investment allocated against expected return per brand, not against last year's split.
- New channels opened rather than deeper discounts in the existing ones.
- A pricing promotion on one line rather than across the portfolio, so the margin held.
