Case Studies Continued
Case Study 2
The Problem:
A leading CPG company in a commodity category was facing significant challenges. Their brands continued to be market leaders, but were facing increasing competition for limited retail shelf space, an influx of private label products, and an increasing reliance on margin destroying promotional activities. The company was also facing public backlash due to environmental issues.
The company needed to answer several key questions:
- Whether to take a common approach to the brands in their portfolio, or to treat each brand differently
- Who their consumer targets were, what the consumers’ key value drivers were, and how to deliver against those drivers
- How their competitors were performing
- Which opportunities and threats exist for new products in their business
What We Did:
- We assessed the existing state of the business and developed a consistent fact base
- We conducted consumer research leveraging our advanced methodologies
- We segmented the market into unique groups using our Future Response model
- We created value propositions
- We helped to convert learnings into action plans
The Results:
- A new segmentation was implemented, providing clearer targeting and clarifying the role of each brand in the portfolio
- A single, unified Value Proposition was created
- The new product pipeline was reevaluated and reprioritized
- A new creative brief was written and supported the development of new advertising
- A major re-launch of a national brand was refined
