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Market Development

New users, new outlets, and new benefits.

+ Segmentation and Market Structure
+ Market Entry Strategies
+ Retail Innovation
+ Distribution Expansion
+ Mergers and Acquisitions
+ Brand Planning
+ New Product Introductions
+ Innovation Center Design
+ Product Portfolio Optimization
+ Market Pricing Strategies


Global Commercial 

Products Company

Waypoint has worked on a wide range of planning, sales effectiveness and market development initiatives for newell's Commercial brands in North America and Europe. Of note, Waypoint created the introduction of Irwin Tools and Rubbermaid Commercial into the European Home Center channel and a breakthrough distribution expansion program for Irwin Tools in the European hardware channel. We have also planned and implemented over 20 joint business plans with the leading commercial channel customers in Europe and Australia.


Global CPG Marketer

P&G needed a better understanding of trends and potential of Small Box Retail formats including Convenience Stores, Drug, Dollar Stores and Limited Assortment Grocery. Waypoint provided a comprehensive overview and size of the prize assessment of of these high growth channels. Recommendations on go-to-market strategies were made and executed leading to accelerated growth in these formats.


CPG Food Contract Manufacturer

This client sought to re-invigorate their revenue growth by commissioning a market structure study and prospect scoring model that ultimately led to a precise targeting of high-potential category and customer acquisition targets. Subsequent work to align sales priorities and attendant KPI's was developed and implemented.


Global Housewares Manufacturer

This client sought to identify category gaps and optimize their pricing position in high priority retail channels. To compliment their static market data, Waypoint was commissioned to perform broad and deep retail store audits to decompose key categories and determine innovation and distribution opportunities within the the customer's pricing construct.


B2C and B2B

Insurance Company

At the time, Kemper had a full portfolio of consumer insurance products but was not leveraging the scale of their customer base. A first-ever consumer segmentation was performed to identify high potential lifestyle groups, and using affinity data, Waypoint created customized lifestyle product packages and supported their launch with high-margin, value-pricing bundles.


Leading US Office Supplies Wholesaler

Waypoint engineered a program with Essendant's leading vendor to identify and transition smaller, less profitable customers from direct selling to this wholesaler. Waypoint also worked collaboratively with both parties to create a conversion and growth plan for the new customer base.

Case Study:

Global Commercial Products Manufacturer

A global tool products marketer wanted to extend their significant brand equity in commercial vertical markets into the consumer space. Waypoint performed a broad market segmentation study across European channels and retailers to identify their prime customer and consumer targets. Following the study, Waypoint developed a market entry plan to gain distribution and build market share.

Case Study

Contact us

Waypoint Strategic Solutions

1005 W Webster Ave, Suite 4W,

Chicago, IL 60614

(773) 697-8402

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