Project Description

Food Company #1 – 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

Learn more

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