nielsen-massey-vanilla-extract-oALT2-com

 

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

  • Gained deep understanding of consumer / customer perceptions and needs relative to the brand and competitive landscape

  • Uncovered the key components of brand positioning to iteratively build potential positioning concepts

  • Understand role and opportunities for major product lines, within competitive context

  • Assessed channel strategy and product portfolio strategy to define and prioritize key growth opportunities

  • 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.

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