Increasing Share of Market and Profit for a Leading Global Oral Care Company
Client Situation
Our client was a major branded manufacturer of manual and power toothbrushes. The toothbrush market had evolved significantly in the past two years and this company wanted to better align product offerings against current customer demand segments in order to secure a market leadership position.
Demand Strategy Approach
The Cambridge Group developed a Demand Strategy for the brand. We identified and targeted the most attractive Demand segments, redesigned the brand portfolio, repositioned the most profitable products, and pinpointed several successful new product innovations.
Results
- Sales increased +13% in the first three months after implementing the new strategy
- Significantly increased share of market and share of profit across countries and product types
- In one major market, sales increased 40% and market share was up 6% after only one year
For More Information
To learn more about our services, contact us by phone at 800.250.3810, email us, or download The Cambridge Group overview, "Demand Profitable Growth" [PDF, 2.5mb].