Product Renovation

Context: An iconic domestic beer brand was facing declining sales and market share as it struggled to maintain relevance with evolving consumer preferences. The company brought us in to diagnose what was going wrong and develop a comprehensive strategy to revamp both brand and product. The challenge: understanding shifting consumer expectations, identifying product gaps, and reimagining positioning that could reignite growth in an increasingly competitive category. Work: I led the product renovation effort, conducting extensive consumer and product analysis to uncover key opportunities. Working cross-functionally with R&D, marketing, and strategy teams, I translated insights into actionable innovation—developing new product claims, formulation updates, and positioning concepts. The work spanned the full renovation journey: from diagnosing core issues through consumer research to collaborating on tangible product improvements and brand repositioning. Deliverables: - Consumer research and segmentation analysis - Market and competitive landscape assessment - Brand audit and equity evaluation - Product reformulation recommendations - New brand claims and positioning concepts - Cross-functional renovation roadmap