>> Food Manufacturer – Brand Consulting Case
Developing a comprehensive brand strategy to reposition a food company
Challenge
- Multi-category retail and food service company, facing slowing category and brand growth
- Regionally diverse brand equity, driven by historical growth through distribution and reliance on “push” strategies
- Newer markets and new product launches under-delivering vs. expectations, further impacted by lack of consumer fact base
- Lack of distinct brand image vs. entrenched national brands
Action
- Situation assessment to confirm key consumer and category issues
- Consumer framework development, supported by attitudinally-based, quantitative segmentation
- Brand positioning optimization (against prioritized consumer segments)
- Brand touch points analysis and alignment as input to implementation action plan
Result
- Quantified consumer framework as the foundation for fact-based decision making
- Alignment of brand vision across organization, including elevated role of marketing function
- Packaging redesign, new selling tools, and changes in product formulation
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