包装食品企业品牌定位案例-2006.pptx

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包装食品企业品牌定位案例-2006.pptx

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FromSegmentationto

BrandPositioninginthe

PackagedGoodsSpaceLeahBoucherVickiSmithThispresentationcontainsanabstract.Ifyouareviewingthedownloadedversion,pleaseclickonNotesPageintheViewmenu.March2006729464-R?Copyright2007McKinseyCompany.Confidential.Notforfurtherreproductionordistribution.

1OVERVIEWOFTHESITUATIONWell-knownbrandofprocessed-foodproductsexperiencingstagnantsalesanddeclining

marketshareIncreasingcompetitionincategory;significantnumberofstrongbrandsaswellasincreasingpressurefromspecialtybrandsandprivate-labelproductsMultiplefailednew-productlaunchesLackofclarityaroundwhatbrand-developmentgoalsshouldbeSituationResultsDevelopeddistinctivebrandpositioningtailoredtoneedsoftargetsegmentsRe-prioritizedproductstodeliverbrandpositioningClarifiedroleofcurrentofferingsanddiscontinuedsomeproductsnotconsistentwithbrandpositioningEstablishedprioritiesforproductdevelopmenteffortsEstimatedhighsingle-digitCAGRoverfive-year

planningcycleObjectivesDevelopbrandpositioningandgo-to-marketstrategytodrivegrowthCreatemarketsegmentationtounderstandconsumerneedsandbehaviorsAssesscurrentstrengthsandweaknessesofbrandincompetitivecontextIdentifykeyconsumertargetforbrandDevelopbrandpositioningtocapturegrowthopportunitiesEvaluateinnovationpipelineandalignwithbrandpositioning

2APPROACHTOBRANDBUILDING Source: TeamanalysisReviewexistingfactbaseAssessbusinessandcategorydynamics,trendsDetermineframeofreferenceforbusinessIdentifyrelevantpopulationGeneratehypotheses–conductQualitativeresearchwithconsumersWorkshopwithkeyclientteammembersDevelopquantitativequestionnaireProgram,pretestandfieldquantitativeresearchDevelopanalyticplanConductsegmentationtounderstandconsumers’needs,motivations,andbehaviorsAssessvolumeopportunitybysegment/needstateUnderstandperceptionsof