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Developing a comprehensive brand strategy to reposition a food company
| Challenge |
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Multi-category retail and food service company, facing slowing category and brand growth |
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Regionally diverse brand equity, driven by historical growth through distribution and reliance on “push” strategies |
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Newer markets and new product launches under-delivering vs. expectations, further impacted by lack of consumer fact base |
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Lack of distinct brand image vs. entrenched national brands |
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