>>Consumer Products – Marketing Consulting Case

Leveraging and extending the brand to capture new revenue streams

Challenge

• Declining market share and decreased category consumption due to disruptive digital technologies
• Strengths in existing brand equity and mass channel distribution

Action

• Brand equity assessment to identify potential leverage points
• Identification of potential extension categories
• Qualitative research to optimize potential concepts, assess brand fit and determine category attractiveness
• Sequencing strategy to enter new categories and extend the brand over time

Result

• Redefinition of the category frame-of-reference, from product to benefit-orientation
• Integration of significant new business platforms that leverage brand and operational strengths

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