Developing a brand positioning strategy for a consumer packaged goods client
A leading CPG manufacturer with an established pet food brand faced slowing growth. The client’s pet food brand equity was declining in the midst of a trend toward more health-oriented offerings. Given this situation, the client wanted to explore a range of possible positioning options in order to reposition the brand and revitalize demand – all within a two-month window.
HawkPartners took a collaborative approach to completing this work, assembling a team of the client’s marketing leadership and key partners to conduct a series of workshops to determine the future brand direction. First, we synthesized existing research and supplemented this information with a pet food market analysis. This fact base informed the brainstorming exercises. The team also developed analogous case studies to learn from companies in other industries facing similar growth challenges. HawkPartners worked with the client to refine and prioritize the best positioning territories. We then teamed with a creative agency to develop a range of creative concepts to bring each idea to life. A final workshop involved a review of the concepts and finalization of three repositioning strategies to consider. The three positioning concepts were then tested through quantitative research with consumers, with one repositioning strategy emerging as a clear winner.
The winning concept had already achieved buy-in from client leadership involved in the workshops. Therefore, the client was able to quickly adopt this new positioning direction as its go-forward strategy for the brand, informing future marketing and brand development efforts.