Title

Portfolio Strategy Delivers Results

Client Description

1) Global Food Company

Background

1) This brand is a strong “Regional” brand with volume heavily concentrated in 8 “core” Northeastern markets (dominant #1 share in these markets)
2) It’s key competitor has 21% share, with Private Label closely behind (20% share)
3) This brand’s positioning, while firmly grounded in consumer insights, is undifferentiated, making geographic expansion more difficult

Objectives

1) Define a unique and compelling Master Brand positioning that is relevant to consumers beyond the Northeast, while not alienating existing core users
2) 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)
3) Determine the most effect Communications vehicles and Marketing Mix allocation

TPG Approach

1) Comprehensive and exhaustive “Discovery” of client brand and key competitors to gain deeper understanding of business and brand issues
2) Comparison of client brand to other analogous industries
3) Leveraged TPG experience and best practices to develop a series of “Straw Man” recommendation
4) Facilitated a series of multifunctional work session to refine and finalize recommendations
5) Developed a consumer research roadmap to test and validate Positioning options

Impact/Results

1) Developed a new, more competitive brand positioning, including changed target consumer definition and basis for “reason to believe.”
2) Redefined product portfolio targets by type of market and reworked product development priorities
3) More marketing support put against consumer directed activity versus trade spend