Commercial Strategy
Blending a Global Brand with Local Value in a Competitive Market
THE CHALLENGE
The brand held a strong position in the noodles category but needed to increase market share in the competitive Philippine market. The company sought to develop a commercial playbook that localized its global appeal while fueling local consumer pull and portfolio expansion for the business.
What we did
Acumen led a focused commercial strategy effort for the company. We:
- Analyzed Needscope data to map lifestyle segments, motivations, and brand perceptions
- Developed and evaluated differentiated brand concepts tailored to viable segments’ needs
- Identified the optimal brand concept via testing against business and brand goals
- Built a holistic brand strategy from the concept and guided initial creative execution
Impact
The strategy delivered clear wins: double-digit growth in revenue, +5pp market share growth across total portfolio, and the main global and local brands grew in value post-implementation of recommended strategy.
