ContiTrade
How ContiTrade restructured 17 brands across 16 countries into one future-ready portfolio – guided by strategy, customer needs and local insight.
ContiTrade operated 17 different workshop and product brands across 16 countries – with varying levels of relevance, revenue contribution and strategic alignment. The challenge: how to streamline the brand and service portfolio to better meet long-term goals and shifting customer needs, without losing local strengths or market proximity.
We began with an in-depth brand and portfolio audit in collaboration with local teams, benchmarking each brand against revenue impact, future relevance and strategic fit.
In parallel, we conducted qualitative and quantitative research to identify evolving customer needs – across both B2B and B2C segments – and mapped them against media behavior and service expectations.
All findings were merged into a central portfolio scorecard system, helping to define a future-ready portfolio structure. Each brand was then evaluated by maturity level and given a clear transition plan including future budgets, resourcing, and its strategic role within the new setup.
A strategic portfolio blueprint for ContiTrade’s “Workshop of the Future” – built on data, local insights and customer-centric thinking. The new setup aligns existing brands with future market needs and gives each country clear guidance on where to invest, consolidate or evolve.
+36%
Portfolio Efficiency Gain
1 Brand
Instead of 17 brands in 16 markets
100%
teams aligned on transition plans
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We founded LAGOM Network this year to do things differently.Not more noise. Not more fluff. But delivering the right dose of what our clients and employees need. Not more, not less.
Tim & Emanuel
Co-Founder LAGOM Network
