Laying the foundations for strategic decision-making through consumer research (working with third-parties such as Ipsos), undergoing consumer and competitive review and identifying category insights through category vision.

Performing product portfolio analysis to identify current strengths, gaps and opportunities, through Nielsen data as well as shopper and brand equity data. The goal is to extract concrete insights with short, mid and long-term actions for optimal retail performance.

Helping define an optimal omnichannel strategy to boost brand awareness, trial and conversion, and identify and define the role of different channels (out-of-home, at-home, on-the-go) for a coherent, complete brand experience.