Global food and beverage manufacturer and distributor

Client Situation: The client retained ABA to help determine if and/or how two of its major beverage brands could be extended beyond their current product lines.

ABA Approach: ABA analyzed the market situation for all non-alcoholic beverages and mapped the two brands against major competitors to understand their respective strengths and weaknesses in the marketplace. We further developed a number of possible brand extension scenarios, which were tested using primary research to determine the optimal solution for each brand. Based on the recommended extension strategy, we highlighted a series of challenges and opportunities associated with the proposed plans.

Results: The company initially stretched the brand extensions beyond our recommendations, and performance subsequently suffered. The company has since re-positioned the brands with positive results.

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