Brand Repositioning

Problem:

• Food Manufacturer experiencing slumping sales and profitability of consumer food product.
• History of name changes and price discounts made brand image non-existent and profitability questionable
• Objective was to reposition brand and design marketing plan to increase distribution, volume and revenue

Approach:

• Analyzed category trends, competitive strengths and weaknesses
• Qualitative research to discover motivations and barriers of use
• Designed and executed positioning test to determine optimal positioning
• Formulated marketing plan which outlined new names and package graphics and provided a foundation for new….