Situation
We advised a well-known foodservice and media brand on route-to-market strategy for UK grocery. They asked for our help in assessing brand licensing and co-manufacturing opportunities, including financial modelling of alternatives to understand cost and resource requirements.
What we did
FSA assembled a team to work with the client over a 6-week period to answer critical questions on the attractiveness of alternatives routes to market. Over the course of the project we:
- Reviewed and analysed documents provided by management including brand strategy, financial performance, and commissioned consumer research
- Conducted analysis on the client’s target categories using various data sources to map competitive landscape
- Interviewed experts with licensing experience in relevant categories and former employment at potential partners
- Modelled the P&L impacts of licensing and co-man routes to market, detailing expected margins, budget and resource requirements
- Identified and profiled potential suppliers for each route to market. We evaluated their capabilities, suitability for co-manufacturing and licensing, and their likelihood to engage with the client
Results delivered
FSA proposed a hitherto unconsidered approach to brand licensing. The client opted to pursue a brand licensing strategy. FSA delivered a workshop to align management on approach for pitching to and negotiating with potential licensees. Client engaged FSA on a further project to facilitate introductions to potential licensees.