Revitalising Underperforming Brands & Maximising Vendor Contribution
Tanina — one of Europe's largest online beauty and health retailers, operating across 27 markets. A four-pillar programme covering brand performance analytics, vendor media monetisation, cross-functional governance and resource prioritisation.
27
European markets covered by the pricing consistency review
4
Strategic workstreams delivered end-to-end
12+
Financial, digital and operational KPIs scored per brand
5
Vendor clusters, from Strategic Partners to Underperformers
The challenge
Several brands in the portfolio showed declining margins, inconsistent pricing between markets and insufficient vendor marketing contributions. Reporting was fragmented, so there was no shared way to say which brands were genuinely underperforming — or what to do about them. Tanina needed a structured approach to identify, analyse and revitalise those brands while maximising the commercial value of vendor partnerships.
Engagement highlights
Underperforming brand analysis
A multi-metric scoring model combining gross margin, Margin II, brand contribution rate, SEO and CPC/CPM performance, AROI/ROAS, discount and delivery return rates — turning scattered reporting into one comparable brand health score.
Vendor media maximisation
Negotiation levers mapped to vendor profiles: co-branding, brand partnerships, influencer programmes, retail media and VIP events, each tied to an explicit objective and a measurable contribution.
Cross-functional collaboration
A working model aligning brand management, media campaigns, retail network, vendor contract management and data teams, with a monthly, bi-weekly and quarterly review cadence.
Brand prioritisation matrix
Vendors clustered by net sales growth, margin and partnership intensity into Strategic Partners, Core Partners, Rising Stars, Opportunistic Vendors and Underperformers — each with a clear action plan.
Results
- Structured brand performance dashboard with actionable, owner-assigned KPIs
- Vendor contribution framework that maximises marketing ROI per partner tier
- Pricing consistency visibility across all 27 markets in a single matrix
- Cross-functional alignment between brand, media, retail and data teams
The full presentation
Browse the 10-slide deck delivered to the client, or download it as a PDF.
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- Engagement objectives — make Tanina the best-performing online beauty & health advisor
- The four workstreams: brand analysis, vendor media, cross-function collaboration, prioritisation
- Relevant metrics and analysis tools: financial, digital, pricing and operational KPIs
- Underperforming brand analysis — multi-metric radar and pre-selected KPI definitions
- Action plans for brand turnaround across recognition, attractivity and profitability
- Leveraging vendor marketing contributions online and offline
- Key negotiation levers: contractual conditions and marketing contributions
- Marketing contributions mapped to the main vendor profiles
- Cross-functional team collaboration model and review cadence
- Brand prioritisation matrix and cluster mapping
Facing a similar challenge?
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