Global Consumer Goods Manufacturer
Business wargaming to unlock market share & competitive advantage
The Challenge
In 2024, our client wanted to reposition one of their products to a lower price point, this was particularly risky as the German market is highly price sensitive and very competitive. There was a risk that all competitors could follow suite, resulting in a status quo albeit at a lower price point, devaluing the category as a whole.
Their fundamental challenge:
How do we gain a deeper understanding of how competitors are likely to react to pricing moves and develop tangible scenarios and action plans?
The client needed to understand not just what their competitors were doing, but how they were thinking and what they were likely to do in the face of the price reposition. Traditional market research and competitive analysis had provided surface-level insights but failed to reveal the deeper strategic logic that would drive competitor behaviour. The company was caught in a cycle of reactive strategic planning - responding to competitor moves rather than anticipating them.
Cognosis was chosen specifically for our proven ability to help clients think like their competitors and uncover hidden strategic opportunities with business wargaming. The client recognised that they needed an outside perspective that could challenge their assumptions and provide fresh insights into the competitive dynamics shaping their market.
The stakes were high. The German market represented significant growth potential, but the window of opportunity was narrowing as competitors strengthened their positions. The client needed a credible, actionable strategy that could be implemented effectively to capture market share.
Our Approach
In 2024, our client wanted to reposition one of their products to a lower price point, this was particularly risky as the German market is highly price sensitive and very competitive. There was a risk that all competitors could follow suite, resulting in a status quo albeit at a lower price point, devaluing the category as a whole.
Their fundamental challenge:
How do we gain a deeper understanding of how competitors are likely to react to pricing moves and develop tangible scenarios and action plans?
The client needed to understand not just what their competitors were doing, but how they were thinking and what they were likely to do in the face of the price reposition. Traditional market research and competitive analysis had provided surface-level insights but failed to reveal the deeper strategic logic that would drive competitor behaviour. The company was caught in a cycle of reactive strategic planning - responding to competitor moves rather than anticipating them.
Cognosis was chosen specifically for our proven ability to help clients think like their competitors and uncover hidden strategic opportunities with business wargaming. The client recognised that they needed an outside perspective that could challenge their assumptions and provide fresh insights into the competitive dynamics shaping their market.
The stakes were high. The German market represented significant growth potential, but the window of opportunity was narrowing as competitors strengthened their positions. The client needed a credible, actionable strategy that could be implemented effectively to capture market share.
The wargaming approach gave us unprecedented insight into our competitive landscape. For the first time, we could truly see the market through our competitors' eyes and identify the strategic opportunities we'd been missing.
Senior Strategy Director
The Impact
In 2024, our client wanted to reposition one of their products to a lower price point, this was particularly risky as the German market is highly price sensitive and very competitive. There was a risk that all competitors could follow suite, resulting in a status quo albeit at a lower price point, devaluing the category as a whole.
Their fundamental challenge:
How do we gain a deeper understanding of how competitors are likely to react to pricing moves and develop tangible scenarios and action plans?
The client needed to understand not just what their competitors were doing, but how they were thinking and what they were likely to do in the face of the price reposition. Traditional market research and competitive analysis had provided surface-level insights but failed to reveal the deeper strategic logic that would drive competitor behaviour. The company was caught in a cycle of reactive strategic planning - responding to competitor moves rather than anticipating them.
Cognosis was chosen specifically for our proven ability to help clients think like their competitors and uncover hidden strategic opportunities with business wargaming. The client recognised that they needed an outside perspective that could challenge their assumptions and provide fresh insights into the competitive dynamics shaping their market.
The stakes were high. The German market represented significant growth potential, but the window of opportunity was narrowing as competitors strengthened their positions. The client needed a credible, actionable strategy that could be implemented effectively to capture market share.
