|
CASE STUDY:
Food Company Needs to Revitalize Key Brand
Background: A well-established prestige grocery store brand had a loyal but small following. Unless sell-through and volume could be improved, the brand was going to be discontinued in major grocery chains.
Objectives: Re-position and re-launch the brand without compromising core brand attributes; bring more mainstream consumers to the brand without alienating the existing loyal customer base.
Challenges: Fancy product packaging, small size, and highest price in the category were constraining usage to special occasions, but were perceived by senior management and consumer loyalists as essential brand elements.
Solution: Intensive focus group exploration with loyalists and more mainstream customers revealed re-positioning opportunity. Re-launching in larger size and lower price at parity with strongest competitors made a previously forbidding brand more accessible to a larger audience. Maintaining core graphics and product superiority kept loyalists in the fold.
Results: Share and profits more than doubled almost immediately. And the risk of discontinuation was eliminated.
Back
|
