The Challenge: This heritage car care brand had a vast, complex product range; three master brands and dozens of language variants resulted in 2000 active SKUs across 90 products lines. Furthermore, the market was dictated by specialist retailers and accessible only to a declining number of car-care enthusiasts.
The Result: As part of a complex, 6 country review, I recut the SKU list based on margin and portfolio contribution – halving the number of active units. I then refined the brand framework to simplify the product range, introducing new audience typologies which opened up new markets and retail channels. This had the side benefit of significantly improving collaboration between the Benelux-based Supply Chain and the UK Product Marketing teams.