Consumer Brand Expansion
Situation
A consumer branded frozen food manufacturing company had
achieved national distribution, but then their growth
rate had matured.Problem
The frozen food section in the supermarket has the most
competitive shelf space. The client's growth rates were
drastically slowing, and they need to reverse this trend.
Cannibalization was a paramount concern.Solution
Rather than keep creating new line items that might cannibalize
existing sales or simply replace existing strong sellers
at a lower sales rate, a new sister, reduced calorie line
was created.Benefits
Many more product facings were achieved, new consumers
were brought in to both franchises and sales increased
by 60%, including cannibalization. Most importantly, the
original objective of protecting shelf space from the
competition was achieved. In fact, the competition actually
lost shelf space, thus solidifying the brand. Both product
lines are in virtually every supermarket in the US.
For additional information, contact Steve Stallman, 818-772-1963,
steve@BrandingForProfits.com
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