EMM Group

Strategic Expansion into New Categories Provided This Consumer Goods Company a $100 Million Increase in Brand Revenue


Our client was the number two player in their category but was stuck in slow growth mode. They faced intense competition from P&G, which was increasing investment in the competitive brand. EMM Group was brought in to create a growth strategy for the client’s brand that would elevate it beyond a single category brand to a category-straddling megabrand and allow it to mine the highest potential growth opportunities.

Action Plan

We developed a consumer domain strategy process that guided the extension of the brand to other adjacent and new categories. Next, we facilitated implementation of this process in order to identify growth opportunities, brand proposition, and a prioritized series of new product initiatives.


The company expanded successfully into new categories that grew the brand organically by over $100M.

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