BRAINYFROG Marketing & Consulting, LLC

Re-energizing an Established, Declining Business

PROBLEM

The business was a large (over $1Billion Retail), highly recognized, food portfolio with an all-family target. This business had been experiencing slow decline for a number of years as consumers were moving to more innovative and complex products within the same category. Further, within the company, there was a lot of excitement and focus on new product development as well as products that contributed higher gross margin.

THE SOLUTION

Developed new consumer insights around the brands’ behaviors, shopping and consumption habits, and identified several areas of opportunity including alternative usage, brand imagery and the need for meaningful “news”.
Reframed consumer consideration of several brands within the portfolio via alternative usage, particularly during key holiday periods and day parts.
Brand Personalities were enhanced to grow family appeal through the introduction of a brand icon as well as the strengthening of an established icon.
Communicated the strategy to support teams within the organization - sales, customer service, trade marketing, key accounts, etc.
Communicated the strategy via cost effective consumer communication – on package, mail, print, outdoor, TV, etc.
Developed and sold-in a price increase that was three times company average for a key product within portfolio.

RESULTS

The long term decline of the portfolio was slowed, with enhanced focus both internally and throughout field sales
The brands increased alternative usage consumption
Strategy/Programs spawned competitive copycat behavior
Several programs still in use today
Price increase was implemented, enhancing gross margin and improving the brand’s priority status for investment