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Leveraging and extending the brand to capture new revenue streams
| Challenge |
 |
Declining market share and decreased category consumption due to disruptive digital technologies |
|
Strengths in existing brand equity and mass channel distribution |
| Action |
|
Brand equity assessment to identify potential leverage points |
|
Identification of potential extension categories |
|
Qualitative research to optimize potential concepts, assess brand fit and determine category attractiveness |
|
Sequencing strategy to enter new categories and extend the brand over time |
| Result |
|
Redefinition of the category frame-of-reference, from product to benefit-orientation |
|
Integration of significant new business platforms that leverage brand and operational strengths |
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