Dr. Oetker Professional, known for baking products and pizzas, wanted to grow more strongly in a specific category within the foodservice sector. To achieve this ambition, a lot of valuable data was available – from distributors, market research and internal sources. However, the question was: how do you turn all that information into a compass for growth? GROUP7 was asked to create order in the data and translate it into concrete and applicable insights.

The result: a clear view of the most promising product-market combinations and a roadmap that gave direction to the growth strategy.

The challenge

Although Dr. Oetker had access to numerous data sources, the coherence was lacking. Linking internal sales data, customer information and market data into a single integrated dataset turned out to be a complex task. The real challenge was in converting individual datasets into actionable insights that guide strategic choices. With our experience in combining and analysing foodservice data, GROUP7 was called in to supervise this process.

The solution

We started with a joint workshop with Dr. Oetker’s sales and marketing team. Here, we jointly determined the central analysis theme and identified the most important questions to which answers were needed. This session was the starting point for the further analysis.

We then combined different data sources – sales out data from distributors, market information from Roamler and Foodstep, and internal customer and sales data – into one unified dataset.

Based on this, we delivered:

• Conclusions at product and category level
• An effort-value matrix per channel
• A roadmap of concrete actions for the next six months

The result

The analysis gave Dr. Oetker clear direction and concrete follow-up steps. Based on this, they decided to ask GROUP7 to supervise the implementation as well. In the months that followed, we worked together on the development of personas for the most important target groups, setting up a digital campaign and a targeted field sales round. In addition, we supported cooperation with wholesalers and provided data training for an employee, so that the new working method could be firmly anchored in the organization. Thanks to this approach, Dr. Oetker Professional was able to continue to build on growth with more focus, well-founded choices and strengthened commercial strength.

Dr. Oetker experienced the collaboration with GROUP7 as pragmatic, fast and open, with specialists who sharply translated conclusions into practice.

“What positively surprised me was how quickly GROUP7 understood the category and data, which resulted in clear direction from the analyses in a short time. That gave confidence and was a reason to continue with a 90-day plan together. We started working concretely with personas, a digital campaign and a targeted field sales round. The impact-effort analysis is now an integral part of our strategic plans and helps us to focus on specific customer groups in phases. The data provides insight, confidence and informed choices that we can immediately use in our sales argument and new sales opportunities.” – Nikki Moorman-Weldam, Head of Foodservice