A category long strategy is important and effective when the economy is roaring, and even more powerful when downturns cripple runner-up competitors.
It’s not recommended to buy an empty manufacturing plant for $50MM and expect to fill it with products not yet identified. But, hey, when you’re trying to show value to shareholders it’s what you do.
I helped this retail hungry lens cleaning and anti-fog brand, build and deploy a customized sales strategy, and internal sales training, that spring-boarded their organization into several new points of distribution in both retail stores and medical supply channels.
SToK was a food service, single shot caffeine capsule adored by the professional trucking community. Convenience store coffee bars carried these free 30mg caffeine shots in bulk, and boy, did drivers guzzle them down by the truck full.
Powdered coffee is boring. You know it and I know. But when Nestle USA decided to look at powdered coffee differently, magical things started to happen.
Too much dairy make you queasy? Hard time finding dairy-free options outside of Wholefoods? Ya, me too.
Flooding the market with product just because your brand is growing fast can come back and bite you. Silk was growing double digits, revenue and profit were up, and operating leverage was healthy. Why not expand aggressively?
One of my earliest career adventures was discovering the awesomeness of Nescafe’s global influence on the coffee commodities market. With thousands of farmer relationships around the global, Nescafe truly had the ability to do real, sustainable good for both humans and environment.
That’s the problem I helped crack when this $30MM family-owned pet brand needed to hit aggressive revenue numbers while fighting against the likes of General Mills, J.M. Smuckers and Nestle Purina.
Noosa Yoghurt had just launched in the US and was the posterchild of thick, indulgent yogurt. Just don’t look at the calorie or sugar count … you’ll hate yourself and love yourself at the same time.
Talking to consumers doesn’t need to be complicated. The Pet Food category is full of passionate pet parents who just want their entire family, pet + human, to be healthy, happy and together for a longtime.
Brand identify is a simple equation of being true to the brand + meaningful to the brand’s target audiences + unique and distinctive within the marketplace. Silk’s base business had been facing significant pressure from competition and was losing relevance with consumers.
Finding the right partners can make all the difference; especially, when there are natural synergies.
I wasn’t expecting to take over a $30MM brand and immediately shift the business into a more streamlined, consumer-focused strategy. But, that is what I faced when I took over leadership of the Supreme Source brand.