client challenge
- Our client, a leading food manufacturer, had pressing strategic challenges that were not getting the focus they required because the brand team was dealing with day-to-day demands. Our client was also down a brand manager which compounded the issue.
- Our client needed a partner who could lead this critical work with limited involvement from the team and develop a strategic 3-year plan for each brand.
decision point approach
- We led two strategic initiatives for two different brands. We formulated hypotheses, developed the research plans, and created the strategic plan for each.
- We involved the brand team at critical junctures to ensure they were involved but not bogged down with the process.
- Plan included:
- Stakeholder interviews to understand internal challenges and opportunities.
- Ethnographic research with current and potential consumers.
- Working session with team to discuss the research findings and the impact on current strategies and internal beliefs.
- Attitude and Usage (A&U) study to understand and quantify how consumers interact with the category and brands.
- Creation of a 3-year strategic plan for both brands.
impactful solutions
- Our strategic plans were adopted by both brands – even though they were a shift from current direction.
- Uncovered insights that ended up being the basis for new product development.
- Client decided to use decision point as an interim brand manager for five months while a team member was out on FLMA leave.
client success
- Partnering with decision point enabled our client to take action on these important strategic initiatives.
- Our client shifted their strategy to include a usage occasion that had previously been avoided.
- Our client successfully launched a new product for this usage occasion.
