Brand Repositioning


  • 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


  • 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….