Consumer Products & Services

Our Consumer Products & Services Practice is focused on helping leading brands identify where to grow and how to grow via disciplined and dynamic strategic planning.

What Makes Our Practice Different:

Deep experience – as both hands-on marketing executives as well as strategic consultants – in leading and growing top consumer brands by identifying where to focus to build the most value

  • Recognized thought-leadership regarding changing consumer attitudes, behaviors, and brand preferences
  • Extensive experience across multiple categories including apparel, beauty/personal care, food/beverage, and household products
  • Proven track-record of success in launching new products and growing existing products

Consulting Services:

Segmentation & Targeting

Identifying, understanding, and prioritizing high-value / high-margin target segments is critical to capitalizing on current and future loyalty.

  • Proprietary (qualitative and quantitative) Research Methodologies
  • Economic Modeling and Payback Definition
  • Buying Behavior and Life Stage-driven Analysis
  • Segment-specific Persona Development

Case Studies:

Strategic Growth & Planning

The explosion and ongoing evolution in social media is forcing brands to re-think how to communicate with consumers and communities. A fully integrated strategic plan will exploit the benefits of social media while continuing to recognize the role of more traditional tools. The resulting plan is based on “realities” – especially those which are buyer- and budget-driven.

  • Strategic Plan Development, including Objectives, Goals, Strategies, and Measures
  • Scenario Planning / War Gaming
  • Market Planning & Process Development
  • Employee Performance Metrics
  • Marketing Tools Planning
  • Social Media-driven Promotion and Loyalty Programs
  • Budgeting Scenarios

Case Studies:

Innovation Planning

Organic top line growth is a key challenge for most consumer companies. Price, parity of features/benefits, and private label improvements have made it harder to break-though and has shortened product lifecycles. The development of data-driven ideas, disciplined processes, and savvy strategies helps companies rapidly develop, prioritize, and commercialize consumer-centric innovation.

  • Innovation (and Renovation) Process Development
  • New Products/Services Ideation
  • Launch Plan Development
  • Branding and Brand Identify

Case Studies:

Brand Strategy & Positioning

Revitalizing brands requires identifying the current and future set of emotional benefits that will lead to solidifying a truly resonating emotional bond with the target. Internally-focused / R&D-thinking is often too caught up in an offering’s functional features and attributes – or outdated emotional benefits – to capture the current and new-to-the-category emotional underpinnings that can potentially drive brand preference and loyalty at the most profitable margins.

  • Positioning and Messaging Development
  • Cross-functional Alignment and Implementation Planning Workshops

Case Studies:

Industry Areas:

  • Apparel
  • Baby/Infant Products
  • Beverages
  • Cereal
  • Health/Beauty Aids
  • Health/Wellness Foods & Beverages
  • Household Products
  • Pet Foods/Snacks
  • Snacks
  • Soups
  • Tires

Clients:

Gillette
Gerber
Goodyear
Del Monte
General Mills
Heinz
Hefty
Hanes