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