Case Studies

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Sorbet
Strategic Focus for Rapid Brand Growth

Yellowwood helped Sorbet focus and articulate their business purpose, providing them with a clear strategic direction in which to take the business.

Sorbet

Challenge

Sorbet is a collection of beauty salons and dry bars with stores across South Africa. Having grown rapidly and expanded into other areas since inception in 2004, Sorbet was concerned that they were being pulled in many different directions and were unsure of which extensions and innovations to roll out. Anxious not to lose touch with their founding philosophy as they grew, Sorbet approached Yellowwood for strategic direction.

Intervention

Yellowwood helped Sorbet focus and articulate their business purpose, providing them with a clear strategic direction in which to take the business.

An opportunity and growth map was developed, where Yellowwood identified sources of growth in existing and new markets. We helped prioritise spend for maximum business growth and brand relevance, and outlined how Sorbet could strengthen relationships with existing customers, launch products and services to new customers and broaden the appeal of existing products to new customers. The strategy outlines where, how and when to diversify, expand, cross-sell and upsell and makes it clear where the focus of the business should lie.

Yellowwood created a simple, easy-to-use customer typology model. This defined the size and spending power of each customer segment, and sketched a holistic picture of their varying needs, social contexts, expectations and characters. The combination of qualitative insight and accurate market data made the customer model an important business tool for brand growth, and helps Sorbet connect with customers in insightful and relevant ways.   

Results

Yellowwood's strategy road-map for Sorbet outlined core strategic pillars for growth, and detailed the objectives, goals and key metrics for the next five years. Though the final strategy document contains the key ingredients for brand and business growth, it is simple and easy to use, ensuring it is understood and actioned across the business. 

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