Spray Concentrate - Got-to-market Strategy

December 2020 - June 2021 | Doblin Manager

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Our client had the ambition of reinventing the entire spray cleaning category by converting it to concentrates. The environmental and economic benefits were clear, but the go-to-market strategy was not. Environmentally, employing a refillable bottle reduces plastic waste, and shipping concentrate reduces CO2 emissions. Economically, concentrates dramatically reduce inventory costs, free up shelf space, and are optimized for ecommerce. However, our client was unclear on who might capture the most value by the conversion and they needed a compelling value proposition to share with retailers and, to a limited extent, their competitors. Ultimately, my team was tasked with defining the strategy to make our client the category leader that will drive conversion to concentrates in a way that creates the most value for all involved.

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Ultimately my team's work identified the value maximizing scenario for the category, where an estimated $191M of additional value was unlocked annually in the US, to be split between manufacturers, retailers and consumers. We suggested a strategy where $40M of that unlocked value could be captured by our client through cost reductions and pricing power with retailers and consumers. We also crafted an executive-level narrative for a series of “top-to-top” conversations between our client and Walmart to put our strategy into action.

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Credits

Images Courtesy of the Client