Consumer Lab.Mission — Cleaning Solutions / Healthcare & Veterinary
Strategic Category and Business Model Design for Differentiated Growth
Consumer Lab partnered with Realco and One Life to design clear, scalable category and business models tailored to fundamentally different customer markets, enabling retail market entry and B2B healthcare growth.
Client
Realco
Industry
Cleaning Solutions / Healthcare & Veterinary
Period
2018 (6 months) and 2023 (3 months)
Role
Category & Business Model Strategy Consultant
Business Domain
- Category Management
- Products & Services
- Sales Performance & Execution
Strategic Focus
- Category Growth Alignment
- Business Model Design & Value Proposition
- Go-to-Market Strategy & Retail Activation
- Value Proposition & Positioning
Pillars Activated
- Designing the Customer Experience
- Empowering the Organization
- Optimizing Operations & Execution
- Transforming Products & Services
Strategic Context & Challenge
From product expertise to market-ready strategic clarity
Both Realco and One Life operated with strong technical expertise but faced distinct strategic inflection points.
Realco sought to enter the retail market with enzyme-based cleaning solutions requiring clear category logic and differentiation. One Life needed a compelling business model and value proposition to address professional buyers in healthcare and veterinary environments.
The challenge was to design market-specific strategies while maintaining coherence, scalability, and strategic discipline across both brands.
Strategy built across the 4 pillars
Using Consumer Lab's 4-pillar framework, the mission aligned customer experience, organization, operations, and innovation into one coherent commercial system.
For Realco, the category structure and go-to-market approach were designed to clearly communicate the benefits of enzyme-based cleaning to retail consumers. For One Life, the value proposition was articulated around decision-makers' priorities — efficiency, safety, and sustainability — ensuring relevance and credibility in professional healthcare environments.
Strategic frameworks were introduced to support consistent decision-making across portfolio, pricing, and market activation. Category Management provided a shared language and structure, enabling teams to align product, pricing, and communication around clear market roles and growth objectives.
Pricing targets, assortment priorities, and sales objectives were aligned with market benchmarks to support financial discipline and execution readiness. These structures enabled both brands to operationalize strategy and support scalable growth beyond the initial launch phases.
For Realco, a complete category management and retail market entry strategy was developed, covering portfolio structure, pricing, and shopper activation. For One Life, a new business model and value proposition were designed using the Value Proposition Canvas and Pain & Gain frameworks, translating product expertise into differentiated, market-ready offers.
Business impact
Successful retail launch for Realco with clear category and pricing positioning
Robust B2B business model designed for One Life's healthcare and veterinary markets
Stronger alignment between product capabilities, value propositions, and customer expectations
Scalable strategic frameworks supporting ongoing category and business development
Improved strategic clarity across both B2C and B2B growth initiatives