Strategic Repositioning Drives Growth / Business Turnaround

 
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Challenge

  • Company’s flagship brand facing increasingly competitive environment with its current value positioning being usurped by smaller “fighter” brands and private label

  • Historically, company was operationally focused and needed to shift to a consumer-driven approach to win in the marketplace

Actions

  • Conducted category and competitive assessment and qualitative research with category users to generate consumer insights

  • Through this research identified opportunity to reposition the brand with stronger, ownable positioning leveraging the company’s heritage in recycled paper

  • Relaunched the brand in 3 months with stronger positioning and packaging and product improvements

  • Supported relaunch with integrated marketing campaign including advertising, social media, digital marketing, PR, consumer and retailer promotions

Results

  • New positioning enabled brand to stem share and distribution losses and gain foothold in key mass retailer

  • Reversed business decline and improved profitability

Next

Nutrivet