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Client Challenge
Optimize the Brand Product Assortment While Identifying New Growth Opportunities

The global leader of incontinence products sought to gain North American market share in the category by:
  • Recommending the optimal TENA brand product assortment across two of their product lines

  • Determining high growth new product opportunity areas in North America.
Through the analysis, Orrington helped SCA better align their current product assortment to the market, including; pricing, product SKUs relative to competitive offerings, and assessing high potential new product areas.

As an outgrowth of this case, a new product was developed to serve a formerly underserved need state- the need for an overnight pad.
Business Results
This new product, the TENA Overnight Pad, has become the #1 selling pad in the category, across the industry.

Separately, a result of this work, SCA was able to streamline their product assortment and utilize better trade alignment.