Brand Growth Strategy for Brand Declining in Share

SITUATION
The barbecue sauce category is declining (dollars and volume) because of continuous price promotions and low innovation. My client needed to stand out on-shelf amidst the competition and grow their shrinking business.

PROBLEM
A client was losing share in the barbecue sauce category and its distribution was at-risk because of its poor performance.

 SOLUTION

Built new ingredients-focused growth strategy, informed by consumer, competitive, and market research. Developed brand repositioning marketing launch plan with new website, packaging, and digital advertising. Discovered an unmet consumer need through qualitative consumer research, drove the product development process to launch in-time for the category reset window, and achieved national distribution of this innovative new product format.

BENEFITS
Since launch, the website increased Time on Site by 20%, new packaging increased purchase intent by 12pts, and the new product innovation increased the brand’s points of distribution.

For more information, contact Christie Lee at 516-967-8810 or [email protected].