Non-Food Consumer Products

Case Study: Leading Consumer Packaging Company

Situation
A leading consumer packaging company “invented” the “slider” closure category of food bags with patented technology. Over the years, competitors caught up with their own versions of the technology. Meanwhile, these branded competitors (such as Glad and Ziploc) out-spent the company on advertising. Management was interested in responding with a repositioning against a more focused target market, and a dedicated advertising budget to drive share growth.

Solution
A deep, intensive review of all category market research revealed an under-marketed target consumer base: “time pressed organizers.” Deeper analysis of this segment revealed a series of needs that could be addressed via Corporate R & D efforts.

Results
R & D priorities have been reorganized to focus on needs of the “time pressed organizers.” An array of new products/features is in the pipeline. Meanwhile revitalization of the brand via more targeted and increased advertising/promotion is underway.

Contact John Rosen for more information.