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Revamping National Consumer Product Brand

Challenge

A large CPG company with a long standing national branded food franchise turned to DataKey to assist with the renovation/re-launch of the business.

Actions 

  • Conducted consumer research and determined category insights for revamping product portfolio. 
  • Oversaw project management of the entire packaging conversion from production line modifications to supplier management, integrating with Purchasing, Marketing, Sales, Engineering, and Finance.
  • Recommended the introduction of new product formulations to capitalize on consumer trends for healthier foods, and converting to a new primary packaging structure to provide a more modern product image.
  • Provided analytic support to Customer Marketing to demonstrate the retail story for increasing share of shelf for own brands versus competition.

Results

  • Brand re-launched successfully adding significant points of total distribution, achieving desirable shelf positioning across major retail customers.
  • Retail sales increased +15% for 3 quarters after re-launch completed.

"The consumer insights and strategic work helped us to figure out the best direction for moving forward.  Thanks to DataKey, we were able to successfully extend our brand equity from the past to the future.”

– Chief Marketing Officer

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MID-MARKET COMPANIES

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Contact

Address:    100 South Bedford Road
Suite 110, Mt. Kisco, NY 10549
Phone:    914-945-8808
Email:    contact_us@datakeyconsulting.com