Go-to-market success factors
Problem: A large CPG company was suffering from growing negative awareness and associations with one of its core ingredients, but wholesale reformulation wasn’t an option. Faced with continued share erosion, competitive polarization and changing consumer perceptions, they needed to chart a new way forward.
Solution: Primary research with all stakeholders to understand the issue and identify “platforms” where this brand could credibly engage in the conversation to positively affect the collective conversation centered on this ingredient and its impact on their brand.
Result: The CPG company has a much deeper and nuanced understanding of the issue, is gaining alignment around the opportunities and challenges related to engaging on this issue, and is developing strategies for how to move forward.
