Case Study: Portfolio Strategy Delivers Results
Client Description
Global Food Company
Background
- This brand is a strong “Regional” brand with volume heavily concentrated in 8 “core” Northeastern markets (dominant #1 share in these markets)
- It’s key competitor has 21% share, with Private Label closely behind (20% share)
- This brand’s positioning, while firmly grounded in consumer insights, is undifferentiated, making geographic expansion more difficult.
Objectives
- Define a unique and compelling Master Brand positioning that is relevant to consumers beyond the Northeast, while not alienating existing core users
- Optimize the existing Product Portfolio (flavors, structural packaging and pack sizes) and develop the approach/strategy for New Product Development (how/where to expand the brand)
- Determine the most effect Communications vehicles and Marketing Mix allocation
TPG Approach
- Comprehensive and exhaustive “Discovery” of client brand and key competitors to gain deeper understanding of business and brand issues
- Comparison of client brand to other analogous industries
- Leveraged TPG experience and best practices to develop a series of “Straw Man” recommendations
- Facilitated a series of multifunctional work sessions to refine and finalize recommendations
- Developed a consumer research roadmap to test and validate Positioning options
Impact/Results
- Developed a new, more competitive brand positioning, including changed target consumer definition and basis for “reason to believe.”
- Redefined product portfolio targets by type of market and reworked product development priorities
- More marketing support put against consumer directed activity versus trade spend
- Annual business significantly exceeded results