Case Study: Portfolio Strategy Delivers Results

Client Description

Global Food Company


  • 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.


  • 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


  • 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
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