From Bulk to Brand: GTM Transformation for a Premium Water Manufacturer

We repositioned the business from B2B volume play to high-margin niche segments through category-led strategy, channel shift, and pricing realignment.

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.

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Copyright ©2023 Purple Oak Advisors. All rights reserved.

Copyright ©2023 Purple Oak Advisors. All rights reserved.