Case Study: a leading energy drink manufacturer boosts on-premise growth with Optimal Strategix Group (OSG)

On Premise Growth Strategy Identifying Customer Segments

The Optimal Strategix Group (OSG) was engaged by a leading energy drink manufacturer to improve its customer acquisition strategy. The client needed a deeper understanding of consumer behavior within on-premise channels, such as bars and restaurants, in order to identify the greatest growth opportunities and develop a plan to capture them.

OSG implemented a mixed-method research approach using its Dynamo analytics platform, which included qualitative focus groups and quantitative surveys. This research identified key consumer segments and their needs, leading to actionable strategies for winning each segment. The results revealed that the on-premise channel is a powerful source of brand awareness and trial, with significant opportunities in frequently-attended venues like sports bars. OSG's analysis provided the client with distinct value propositions and an improved marketing strategy to target key customer groups.