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Seven growth plays to fuel development in your consumer business

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Seven growth plays all marketers and general managers should consider for their consumer business.
1. Limited Editions / Travel Retail
2. Rituals
3. Occasions
4. International expansion
5. Route to Market
6. Re-positioning
7. Co-creation



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Veröffentlicht in: Business
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Seven growth plays to fuel development in your consumer business

  1. 1. AMATI & Associates 1 Seven Growth Plays for your Consumer Business
  2. 2. AMATI & Associates 2 Introduction The 7 growth plays are answers to many growth questions, but they are not a panacea for all growth challenges 7 Growth Plays 1.Travel Retail 2. Rituals 3. Occasions 4. International Expansion 5. Route to Market 6. Reposition 7. Co- creation •  Do you have a consumer business? •  Are your margin under pressure? •  Do you need to connect with lead users? •  Do you want to tap into new channels? •  Do you want to optimize your line- up? •  Do you want to build on consumers habits? •  Does your brand lack relevance and credibility? •  Do you want to have an outside-in approach? •  Do you need a better portfolio strategy? •  Does your innovation pipeline need a catalyst? •  Do you need a better way of testing your prototypes? •  Does your brand own a relevant and unique territory? •  Are your consumer and customer insights the same used by your competitors? •  Is your channel mix creating value for your firm? •  Is your brand perceived as old-fashioned?
  3. 3. AMATI & Associates 3 Agenda 7 Growth Plays 1.Travel Retail 2. Rituals 3. Occasions 4. International Expansion 5. Route to Market 6. Reposition 7. Co- creation
  4. 4. AMATI & Associates 4 1. Travel Retail AMATI & Associates
  5. 5. AMATI & Associates 5 1. Travel Retail Travel Retail market represents an unique opportunity to tap into high volume, high value segments, while showcasing limited editions: e.g. Absolut Vodka, M&M s, Clinique, … Opportunity Growth Play Rationale Implications E.g. It is a fast growing multi-billion Euro market, which includes diverse sub- channels: i.e.: airports, cruise lines, border stores, in-flight, diplomatic sales, resorts… Use Travel Retail as a showcase and exclusive channel for more premium limited editions Many brands already leverage it as a source of additional volumes, as well as to better connect with the shoppers Develop a limited edition offering which can enhance brand equity, and with economics that are appealing to both producers and distributors
  6. 6. AMATI & Associates 6 Agenda 7 Growth Plays 1.Travel Retail 2. Rituals 3. Occasions 4. International Expansion 5. Route to Market 6. Reposition 7. Co- creation
  7. 7. AMATI & Associates 7 2. Rituals AMATI & Associates
  8. 8. AMATI & Associates 8 2. Rituals Rituals are more powerful than habits, because they build on highly emotional territories Opportunity Growth Play Rationale Implications E.g. Developing on highly emotional pre-existing consumer habits, by also developing new product activation ideas or lateral categories Decline a relevant consumer ritual and develop a product strategy to tap into it Emotional dimension, value not in the equation, trading-up opportunity, brand enhancing, limited cannibalization Embrace the challenge of developing new products ideas in adjacent categories or new categories, and/or integrating services in product experiences
  9. 9. AMATI & Associates 9 Agenda 7 Growth Plays 1.Travel Retail 2. Rituals 3. Occasions 4. International Expansion 5. Route to Market 6. Reposition 7. Co- creation
  10. 10. AMATI & Associates 10 3. Occasions
  11. 11. AMATI & Associates 11 3. Occasions Consumer choices are more and more diversified depending on occasions: these depend on life stages, seasons, events…. Opportunity Growth Play Rationale Implications E.g. Enter in the consumer basket of choice in a more relevant and compelling way Develop an occasion based model to manage the brand/ product portfolio and to identify new spaces for development Develop a stronger more relevant offering for the ‘event’ based consumption and shopping habits First focus on consumer-centric design development, then on route-to- market
  12. 12. AMATI & Associates 12 Agenda 7 Growth Plays 1.Travel Retail 2. Rituals 3. Occasions 4. International Expansion 5. Route to Market 6. Reposition 7. Co- creation
  13. 13. AMATI & Associates 13 4. International Expansion
  14. 14. AMATI & Associates 14 3. International Expansion Consumers balance global brands and international heroes, Opportunity Growth Play Rationale Implications E.g. Increase the reach of your brand into a diverse and geographically spread market place Launch brand internationally by balancing top down brand vision and bottom up local insights Diversification, less dependence on local economic cycle, scale Generate and embrace local insights first, pursue readiness of company’s culture later
  15. 15. AMATI & Associates 15 Agenda 7 Growth Plays 1.Travel Retail 2. Rituals 3. Occasions 4. International Expansion 5. Route to Market 6. Reposition 7. Co- creation
  16. 16. AMATI & Associates 16 5. Route to Market AMATI & Associates
  17. 17. AMATI & Associates 17 5. Route to Market A well thought route to market is critical to the business survival Opportunity Growth Play Rationale Implications E.g. Develop a product delivery mechanism that takes in consideration of volumes, value as well as image Develop a sustainable value enhancing route to market In-sourcing vs. out-sourcing, control vs. delegation, partnerships vs. vertical integration Align the business system to a commercial/marketing driven route to market
  18. 18. AMATI & Associates 18 Agenda 7 Growth Plays 1.Travel Retail 2. Rituals 3. Occasions 4. International Expansion 5. Route to Market 6. Reposition 7. Co- creation
  19. 19. AMATI & Associates 19 6. Re-positioning AMATI & Associates
  20. 20. AMATI & Associates 20 6. Re-positioning Fuelling growth is also about having the right ambition for your brand Opportunity Growth Play Rationale Implications E.g. Re-connect with customers and consumers in a stronger and unique way Develop a fresher, newer, brand positioning Look ahead to future growth drivers, rather than looking back to the past growth elements “Walk the talk’, make sure the organization understands and follows
  21. 21. AMATI & Associates 21 Agenda 7 Growth Plays 1.Travel Retail 2. Rituals 3. Occasions 4. International Expansion 5. Route to Market 6. Reposition 7. Co- creation
  22. 22. AMATI & Associates 22 7. Co-Creation AMATI & Associates
  23. 23. AMATI & Associates 23 7. Co-creation Co-creating with consumers is not only a great source of inspiration but also a way of developing unique, compelling and fresh ideas Opportunity Growth Play Rationale Implications E.g. Co-created product have higher likelihood of success, longer shelf lives, better margins in the long run Create marketing/product driven platform to co-create with consumers New product development inside-out can be riskier and not effective Prepare the organization to ‘be challenged’ by new and inspiring ideas, new and inspiring insights
  24. 24. AMATI & Associates AMATI & Associates Registered address: ul. Pułku Baszta 4A lok. 26, 02-649 Warszawa, polska nip: pl 5213627346 url: www.filibertoamati.com 24

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