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.