Case Studies

Challenge

Company acquired a regional brand and started losing customers, sales and share.

Deliverable

Assessment of key loss drivers, quantified losses by channel, customer, brand, and loss-drivers. Recommended action plan to C-Suite including business model changes, internal processes, advertising, and sales messaging.

Impact

Company implemented recommendations, stopped sales declines within 60 days, and grew sales double digits within following 12 months.

Challenge

Company wanted to grow in organic and natural food space in which it was not considered a competitor.

Deliverable

Quantified “size-of-prize” and conducted qualitative research to identify key consumer barriers and drivers to purchase in the organic and natural food space for this company’s loyal shoppers. Created new brand including brand positioning, product development guidelines, and identified product categories.

Impact

New brand launch resulted in a billion-dollar brand that disrupted the industry and allowed company to become a key player in organic and natural foods.

Challenge

Premier billion dollar brand struggling with growth due to declining births.

Deliverable

Evaluated size of prize, brand fit and ability to innovate in several possible areas and recommended one.  Designed learning plan to uncover consumer insights, tensions and needs.  Translated learning into a qualified 5 year new line extension innovation pipeline.

Impact

Brand team launched recommended brand adjacency line extension and the innovation roadmap monetizing into extending customer life time value and growing the brand with an entirely new audience.

Challenge

A large tea company with a portfolio of 7 national brands was losing national distribution and consumer engagement.  

Deliverable

Designed a "consumer led" innovation process for new products. Refreshed legacy brands positioning, packaging and audience targets. Reorganized the e-commerce group, established DTC KPIs, SEO, Social and content strategies, while refreshing and optimizing the digital consumer journey. 

Impact

Brands relaunched with new product pipelines and positioning with new audiences. Business started to turnaround and win with new consumers and getting more traction on content and social while reducing the cost of acquisition and paid media. Getting noticed in DTC Shopify and retailer websites also turned into gaining distribution at Walmart and Kroger.

Challenge

One of the company’s premier billion-dollar baby-care brands was losing sales and share to the top competitors.

Deliverable

Identified new “Prime Prospect” consumer segment, recommended new brand equity expression, advertising campaign, key influencer, trade pricing strategy and Point-of-Entry marketing programs.

Impact

The brand relaunched behind recommendations and began to “win” with the new consumer segment and grow sales again.

Challenge

Pre-revenue oral care startup had a great technology but not a brand.

Deliverable

Proposed approach and learning plan to create a consumer informed brand. Worked with client to calculate size of prize, market segment, and target consumer. Conducted qualitative research to create brand concepts, brand names, packaging and packaging design. Validated concept, messages and packaging quantitatively. Developed advertising campaign, DTC website and go to market plan.

Impact

With the recommended strategy, CEO was able to secure B Series investment. Brand started to generate DTC revenue through Shopify website, Amazon, social media presence and brand assets. Brand became a top Customer Choice at QVC, and gained recognition as a Top 12 New Beauty at Forbes, which help transition the brand to private ownership for scale up. 

Challenge

Company had an empty New Product Pipeline and had lost documentation of its stage gate process.

Deliverable

Documented and deployed new stage gate and product ideation processes. Adjusted product development timelines to fill pipeline in 25% of “normal” timelines.

Impact

Company adapted Innovation process and aligned to a full pipeline of products for foreseeable future.

Challenge

Company had portfolio of 9 regional brands that were outdated and delivering lower than average trade margins to retail customers.

Deliverable

Consolidated portfolio of brands to 3, restaged the 3 brands, recommended, and implemented new brand positioning and product development pipeline, pricing strategy, and launch implementation. 

Impact

Company restaged brand and product portfolio and Increased Gross Margin and retail margins double digits, grew top-line sales in high single digits.

Challenge

Company wanted to be first brand to dominate category on Amazon Fresh

Deliverable

Partnered with Amazon Fresh to be first brand in category and build model for further ecommerce channels.

Impact

Grew Amazon Fresh Sales to over $50 Million, documented process and trained team to win on Amazon.