Faucets

Challenge

7 Year old consumer product in faucets making losses & negative gross margin with brand stretching across 2 unconnected categories

Mandate

Find ways to grow sales, establish brand & improve gross margin from 20% to 35%

Period of engagement 18months

Diagnostic strategies and recommendations

• Launched innovative range with affordable premium positioning & established a new brand name
• Pruned non selling SKUs and controlled non productive cost. 
• Dialed up sales ops to deliver volume growth
• Increased price of base variants nearer  to competition to improve gross margin
• Changed the way brand is seen in market today with retail visibility and collaterals