Panda: Crafting a Growth Strategy to Conquer the Licorice Lovers' Market

How we delved into licorice lovers' desires, crafted a strong brand identity, and mapped a strategic game plan for Panda.

Task

Orkla approached us in late 2021 seeking assistance in developing a Growth Strategy for Panda. After receiving a comprehensive briefing and access to all relevant data from Orkla, we engaged in collaborative working meetings with their key employees to gather insights for the strategy.

Solution

Together with Orkla, we developed the growth strategy including identifying all relevant insights on the market, the category and the target audience. This involved delving into licorice lovers and identifying what triggers them and which role Panda could have in their lives.

We then proceeded to establish a distinctive Brand Stamp for Panda and determine the optimal portfolio and architecture for the brand.

With the brand strategy solidified, we outlined three key brand strategic areas for communication over the next three years. Subsequently, we devised a Communication and distribution plan for Panda.

Finally, the entire growth strategy was implemented through a strategic game plan, outlining the "Where to Play" and "How to Win" strategies.

Panda was now ready to conquer the market of even more licorice lovers and the brand management team could start developing a new creative platform for Panda with the creative agency.