A startup premium men’s grooming brand with limited Walgreens distribution wanted to introduce a new product plus an entirely new product line alongside their two existing Men’s Shave products. Original Shave Cream had 93% distribution after three years, and newer Cooling Shave Cream had 20% distribution, with less than a year on shelves. Brand new Sandalwood Shave Cream and a full line of Beard Care products were unproven in the marketplace.
Case Study #2:
New Innovation Proposal
Hockfield Strategy
Leveraged RSi category data and our proprietary category analysis process to develop a compelling case supporting distribution expansion and new innovation proposal by demonstrating that:
- 1. Despite limited distribution, both Cremo Shave products ranked among the most productive SKUs in the category
- 2. Cremo Cooling Shave Cream was ranked the #1 most productive SKU among new products in the category, thus warranting distribution expansion
- 3. At a premium retail price, Cremo products contribute premium profits relative to the category competition
- 4. Cremo’s brand resonates with Walgreens consumers, and the on-trend Beard Care innovation represents an opportunity for Walgreens to drive incremental sales growth in an emerging category
Results
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75% Distribution
Secured Sandalwood Shave Cream distribution in 75% of stores
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75% Distribution
Secured entire Beard Care line (5 SKUs) distribution in 75% of stores
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143% Sales Increase
Cremo Men’s Grooming sales increased 143% year over year
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