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HRCP Case Study: Reinvigorating the brand

Situation

A $300 million beverage brand with extremely high margins, a powerful trademark and nearly universal awareness was experiencing significant roadblocks to growth. With its users aging, penetration was declining. This was further exacerbated by the brand’s divisive taste profile. Line extensions aimed at spurring new growth had failed. Sales force inattention resulted in retail losses, contributing to poor performance.

Challenge

HRCP was called in to support the company’s existing and new product development efforts by providing strategic positioning recommendations to increase share, give the company greater confidence in its spending levels, and reinvigorate its sales execution.

HRCP Advantage

Based on its Growth Advantage analysis and Marketing Investment Optimizer, Henry Rak Consulting Partners:

Defined an expanded competitive frame identifying no fewer than nine areas of potential opportunity across multiple beverage segments.
Re-positioned the flagship brand to more effectively leverage its distinct benefit in its expanded competitive frame.
Recommended optimal spending on existing base brand, which had been underleveraged, strengthening the base business as the linchpin of the brand franchise.
Provided a framework for new brand development efforts, recommending a new flanker brand with specific attributes designed for dominance in the new, expanded competitive frame.

Results

Based on the brand re-positioning and optimal advertising recommendations, three years later the base brand has been elevated in the structure, continuing to grow at accelerated rates.
Helped chart a course for the new flanker, with others to follow—extending the brand promise into new segments of the usage framework.

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Competitive Frame:

Identifying the sources of growth

Knowing where and how to compete are crucial to market success. The HRCP Growth Advantage provides a new and powerful view of your Competitive Frame, giving you the foundational knowledge needed to make strategic growth decisions with precision and confidence.