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Joint Business Strategy Renews Growth


A manufacturer was losing sales and market share in a premium food category. One of its main customers, a large grocery retailer, had similar issues and was testing a new business process to improve its commercial performance. Both agreed to partner in a pilot.


To develop a joint category business strategy with the retailer that would drive sales, profit and market share.


  • A joint team involving both the manufacturer and the retailer was formed, involving sales, buying, marketing, R&D and logistics
  • A detailed market analysis and review of shopper behaviour was carried out
  • Business objectives, financial expectations and operational requirements were discussed and specified 
  • Innovation, ranging and promotional plans were agreed jointly
  • Submissions from both companies were validated by a neutral third party


    • The innovation and in-store activity plan drove footfall and trial
    • Both companies made sales, profit and efficiency gains
    • The manufacturer grew its market share
    • The retailer regained category leadership
    • The joint approach created greater trust, openness and co-operation on both sides