Case Studies
Portfolio & Brand Architecture
Problem:
Wine brand was suffering from declining sales and low profitability. Positioning was unclear to consumers and trade. Sourcing was inconsistent and prone to severe price fluctuations, which also affected profitability.
Solution:
Complete brand “makeover”. Rationalized portfolio, discontinuing some products and introducing new ones which were a better fit in the brand’s portfolio, and easier to explain to the trade and for the consumer to grasp the new positioning. Launched new website, advertising, promotion, social media and public relations efforts. Brand subsequently enjoyed vigorous sales and profit growth.
Strategic Planning & Pricing Strategy
Problem:
Large medical industry client, focused on one niche, was under attack from a lower-cost competitor with a wider array of product offerings.
Solution:
Employed TCO (Total Cost of Ownership) model to convince customers that the client’s products were much more cost effective, flexible and better suited to their needs. Pricing structure set up across portfolio to ensure favorability vs. competition when up for contract renewal.
New Product Development & Financial Projections
Problem:
Frozen food client was entering retail channel for the first time without means of manufacture, positioning or brand identity.
Solution:
Developed new product concepts and conducted research which tied the graphic identity to the name, desired image and positioning of the brand. Secured co-packers for manufacturing, negotiated contracts and built complete financial models.
Positioning & Brand Identity
Problem:
Start-up beverage company with innovative products and packaging needed help in refining positioning and packaging, in order to secure the next level of funding in their expansion.
Solution:
Studied competition to focus client’s brand around their key advantages; devised optimal positioning and creative strategy and provided input for next round of package design.
Innovation, Systems & Process Improvement
Problem:
High-volume and well-known food brand, once known for category leadership, had become complacent and lost its edge in the marketplace, both with the trade and consumers.
Solution:
Established innovation team to better capture relevant consumer insights and drive introduction of new products, on accelerated basis. Ensured trade understood that brand was “back” and leading the category again. Several process improvements were also developed and implemented to ensure better communication and flawless product launches. Strong growth in both revenue and profits followed.