Kinetic have been true partners in our journey to success. They are not just consultants but have been fully integrated members of our team – real experts with deep knowledge of our markets and distributor operations. The skincare business is already growing more than 50% year-on-year, despite the pandemic challenges of 2020. We couldn’t have done this without them.
Case for Change
A Beauty Care Company was acquired by a US-based private equity owner. The business needed to be carved out from the previous owners’ operations in Europe and established as a standalone company with a new European strategy, route-to-market (RTM) network and transformational growth plans.
Shared Vision
To turnaround the Company and re-establish it as an iconic premium Beauty Care business by relaunching the brand, bringing new innovation, establishing a winning commercial strategy and creating the best distributor network in Europe.
Feasible Plan
We assessed the current business, category fundamentals and competitive environment. Working with the client team, we developed pricing, portfolio, channel, in-store and RTM strategies including financial modelling support. We identified and recommended distributor candidates for each market; designed and ran the proposal and selection process; and led the contract negotiation, due diligence and appointment stages.
Capability to Deliver
We led the commercial transition from the previous owner to the new distributors and ensured the business was set up for success with day 1 readiness plans for both the Company and the new distributors. This included operational and customer transition, brand relaunch plans, the ongoing distributor engagement process (annual business planning, KPI reporting) and enabling the future organisation for the Company's distributor operations.
Result
Successful carve out and creation of a new European route to market contributing to 50% year-on-year business growth.
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