Case Study - Brands - Portfolio Planning
Portfolio Reviews
Our Challenge
Bunnings engaged Gemba to analyse the sport passions and interests of Bunnings’ target audiences, to assess if there was alignment with Bunnings’ existing sponsorship portfolio.
Gemba developed Bunnings’ Sponsorship Purpose Framework in consultation with stakeholders from across the business. Following this piece of work, Bunnings engaged Gemba to analyse the sport passions and interests of Bunnings’ target audiences, and consumers more broadly, to assess if there was alignment with Bunnings’ existing sponsorship portfolio.
Our Solution
In conjunction with the newly developed Bunnings Sponsorship Purpose Framework Gemba delivered a comprehensive portfolio review
Leveraging the Planning Module from the Gemba Sponsorship Investment Framework and Gemba’s industry leading Insights Program, in conjunction with the newly developed Bunnings Sponsorship Purpose Framework we delivered a comprehensive portfolio review. This outlined:
- The strengths and weaknesses of existing Bunnings sponsorships
- Defined who the key audience segments for each partnership were and determined how they aligned with Bunnings’ target audiences
- Identified opportunities to improve how Bunnings invests in sport to reach and engage with its target audiences
- Recommended how Bunnings could restructure its portfolio to drive greater impact and reach amongst its priority audiences
This project delivered recommendations across both the Bunning Warehouse consumer master brand and the Bunnings Trade brand. It also considered the different lifecycles stage of the Australian and New Zealand businesses with custom-made recommendation for each market and business line.
Partnerships
Working With Global Brands
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Other Case Studies for Brands
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