Project Description

A regional manufacturer of consumer food products was looking to expand its core grocery business.

Growth had stalled due to changes in consumer eating habits, increased competition, new product failures, and a lack of consumer insight.

The challenge? Stimulate growth by segmenting the market, solidifying the brand positioning, and identifying new products. It was a classic case of deciding where to play, and how to win.

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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