AB InBev
Portfolio strategy and investment recommendations for the world’s biggest beer company
The Challenge
Our client wanted a more coherent, future-focused and replicable process by which they could engage with and challenge the 3-year strategies of key markets, whilst rationalizing investment where possible.
We were commissioned to provide strategic and investment recommendations in 12 key markets for the brand portfolio of the world’s biggest beer company.
The final answer we bought to them needed to be data-led, clearly identifying the key strategic priorities brands should focus on in different markets and defining how investment should be streamlined and allocated to facilitate long-term, sustainable growth.
The Solution
- Market Analysis – we developed a deep understanding of the market dynamics and key sub-segment trends within the beer category across each of the 12 geographical markets.
- Client Deep-dive – we assessed our client’s historic investment efficiency and their brands’ ability to win in the key opportunity segments, based on analysis of consumer perception of the brands and commercial performance, as well as the opportunities alignment to the brand’s Purpose.
- Future-focused Recommendations – we devised strategic recommendations for each market on both a brand and portfolio level, and using this, we established a recommended investment allocation for The Now, The Next, and The New in each market.
Cognosis has a cunning ability to make the most complex problems easy to understand and actionable. And they are a great bunch of people to work with.
Global VP, Strategic Priorities
AB InBev
The Result
The client used our output to inform and shape the adaptable 3YP strategy plans of their key markets, who adopted a vast majority of the recommendations which we made. Subsequently we have updated this analysis for their latest planning cycle and rolled it out to additional markets.
