
NIELSEN-MASSEY
GROWTH STRATEGY & BRAND POSITIONING
THE ASK
Nielsen-Massey, the historically family-owned and run company known for its highest, artisan quality vanilla and related flavorings, tasked GrowthWorks to provide deep foundational learning and a detailed brand, channel and product portfolio strategy.
THE APPROACH
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Gained deep understanding of consumer / customer perceptions and needs relative to the brand and competitive landscape
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Uncovered the key components of brand positioning to iteratively build potential positioning concepts
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Understand role and opportunities for major product lines, within competitive context
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Assessed channel strategy and product portfolio strategy to define and prioritize key growth opportunities
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Created new brand positioning and comprehensive strategic marketing plan to drive growth.
THE WIN
Helped expand brand footprint and success in new and current channels; revenue up with solid growth in first year after launch.


