Century Batteries & GS Yuasa — Four-Brand Portfolio Strategy
Century Yuasa · 2005–2007 · Brisbane, AU
At a glance
Strategic project roadmap across 4 automotive brands generating $120M+ in annual revenue. Multi-channel campaigns, retail rollout, agency orchestration.
- Portfolio revenue managed
- $120M+ annual
- Brands coordinated
- 4 automotive marques
- Engagement length
- 2 years
The problem we walked into
Century Yuasa carried four automotive battery brands — each with its own positioning, channel, and price point — competing for the same retail shelf space in the same auto-aftermarket stores. Internal teams were unclear which brand to push in which segment, and retailers were getting mixed messages from sales reps. The portfolio needed a clear architecture and a synchronised go-to-market.
How it ran
- 01 Brand audit across the four lines: positioning, audience, retail channel, price tier
- 02 Defined the portfolio architecture — primary vs sub-brand vs endorsement relationships
- 03 Aligned the campaign calendar across all four so they reinforced rather than cannibalised each other
- 04 Worked with the agency partners (creative, media, retail) to coordinate execution
- 05 Built a sales-rep playbook so the field could explain "which brand for which customer"
What landed
Clear portfolio architecture across all four brands. Coordinated campaign cadence ended the cannibalisation. Retail channel partners reported less confusion and higher per-store revenue.
What this case study showcases
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