Objective

To achieve 5x revenue growth in 3 years, the client needed to reposition from a B2B-heavy model to one that could unlock higher margins, stronger brand equity, and faster adoption in premium segments of the water market.

Approach

We crafted a category-led, channel-specific, and pricing-aligned strategy to transform the business model while staying true to the client’s health-focused product differentiation.

1. Market Segmentation & Product Positioning

• Mapped the drinking water industry across 7 segments — including mineral, alkaline, sparkling, infused, and more.

• Evaluated each segment on source, treatment method, consumer use case, and competitive intensity.

• Identified Alkaline, Infused, and Natural Mineral Water as the ideal niches aligned with the client’s health-forward product attributes.

  
  

2. Channel Strategy Overhaul

• Diagnosed a mismatch between product profile and channel strategy — where B2B offered volume but limited brand visibility and pricing power.

• Recommended a shift toward D2C and General Trade to build brand equity and drive premium positioning.

• Outlined key distribution pathways, including wellness stores, organic retailers, and online health marketplaces.

3. Multi-Tier Pricing Strategy

• Conducted pricing benchmarks across product formats and channels to define the acceptable premium range.

• Designed channel-specific pricing ladders that reflected both cost structures and value perception.

• Enabled flexibility to offer entry-point SKUs for trial and higher-margin formats for loyal users.

  
  

4. Go-To-Market Blueprint

• Developed a detailed GTM plan covering:

  • Target consumer personas (health-conscious urban households, fitness enthusiasts)

  • Marketing levers (influencer-led D2C, wellness sampling, educational content)

  • Retail execution roadmap with launch-stage priority geographies and trade partnerships

• Ensured GTM alignment with the functional and lifestyle branding of the client’s water products.

Outcome

• Clear growth pathway across niche, high-potential segments

  
  

• Transition roadmap from B2B volume play to premium brand strategy

  
  

• Structured channel, pricing, and product strategy aligned to 5x revenue potential

  
  

Conclusion

High-growth opportunities often lie not just in scaling production — but in reframing how you reach, price, and position your offering. This strategy helped the client pivot from commoditized sales to value-driven growth in the functional beverage space.