Food & Beverage

Case Study: Large Consumer Products Company

Situation
A leading CPG company was the market share leader in the mature, low growth Baby Food category. Its parent company was interested in expanding the CPG company’s strategic orientation from baby food to baby wellness in an effort to jumpstart growth—building on the CPG company’s rich brand equity that was associated with baby food, nutrition and trust.

Solution
We identified and evaluated 25 OTC categories, assessing market opportunity based on consumer, category and trade dynamics, as well as fit with core brand equities. We then interviewed pediatric “thought leaders” to identify untapped growth areas. Additionally, we analyzed the just-launched “wellness” product line to determine why volume goals were not being met.

Results
First, we identified “fixes” required to strengthen the initial product line and regain trade momentum. Secondly, we developed a strategic framework to guide future NPD efforts. We also helped institutionalize a set of criteria for evaluating brand growth opportunities.

Contact Sean Folan for more information.