Being successful in the wholesale business in Germany and Europe for many years, the charismatic owner of a business decided to launch his own brand in the food & beverage business.
Being successful in the wholesale business in Germany and Europe for many years the charismatic owner decided to launch his own brand in the
food & beverages arena. The brand was not meant to be a classic DOB but a lifestyle brand catering towards a very sharp and vibrant but until then
neglected target group in the FMCG space.
While the positioning for the brand seemed to be very promising and the venture had first successes in alternative channels, the category in which it
operated with it’s products was extremely competitive, flooded with big players and mass market trade was not waiting for just another supplier.
In our strategic assessment it became very clear, that the real opportunity was not the product but the brand and it’s unique target. Analysis and
research showed that the target group proved to be not only very sizeable and surprisingly homogeneous but also had a strong sub culture of it’s own
which could be the base for a vibrant community driven digital brand that operates rather like a movement than a traditional category or benefit driven
brand. Next to a brand positioning exercise in which the decision was taken that the central product would be a community app and not a physical product
on a supermarket shelf, a full strategic and commercial roadmap was developed including:
Multi-Year Assortment and Portfolio Roadmap
Channel Strategy and Roll-Out Roadmap
Communication Strategy
Data Marketing Strategy
E-Commerce Roadmap
Partner Framework
In close cooperation with the owner/founder and his leadership team, all
elements of a future value creation model were developed and a long term
plan was laid out and executed to:
1 Take the brand into multiple food and non-food categories not based on category but on community and lifestyle credentials. Category by
category and product by product (or service) launch the brand was to own a larger space in the target groups life.
2 Develop and maintain the community via the brands website, the central app, strong social media presence, an own currency, own
content creation and broad partnerships in the target group universe. Being cool for a short time is easy. Consistent and long term
successful brand love and engagement from the community is an art.
3 Build sales channels and business volume from selective out-of-home via wholesale to mass market retail and online from own platform to
marketplaces and specialty channels.
4 Lay the basis for a data driven, personalized and largely digital communication strategy and a future business model, monetarising
the valuable and unique target group data collected in the process. After no more than 3 years of existence the brand has grown to about
200mio € in sales (from zero), a presence in multiple food & non food categories and even services, serving a proud and loyal followership of
many million members from the core target group.
"Helping me develop a brand from scratch and transfer it to the digital world together with TMRW Assembly was a most exciting and very successful experience", client voice
