Unlocking the keys to a successful U.S. product launch as a guide for introducing a similar product  internationally.               
A major international packaged goods manufacturer wanted to understand why a certain product launch was successful in the U.S., hoping to translate that success into strategies for the launch of a similar product in Asian markets. Reviewed all aspects of the product and its U.S. launch including targeting, packaging, branding, positioning, messaging, distribution, line extensions, and marketing. Provided direction on the factors that contributed to the successful launch and product roll-out in the U.S. and made recommendations on how to apply that learning to the Asian market’s target audience and marketing environment.

Determining the opportunities and challenges for an OTC product introduction.       
Conducted an extensive market review and made strategic recommendations for a new product launch in the OTC category. The client, a multi-national manufacturer, wanted to understand the competition and key consumers in order to develop the product for the U.S. market and create a niche for the under-served portion of potential buyers.

Fine-tuning a brand’s creative strategy to take communication to the next level of effectiveness.         
To evolve the creative strategy and executions for an OTC product in a very competitive field, a full category strategic and creative review was conducted to added fresh insights on which to build brand communications. The target audience was more closely defined producing an enhanced understanding of the buyer’s wants, needs, and motivations leading to a more focused communication with greater impact.

Providing an in-depth overview and insights into an established OTC product’s marketing environment and potential for growth.                             
Analyzed sales data, market trends, the competitive environment, consumer perceptions, regulatory issues, and the landscape for the future to develop long-range business planning for an established product. Identified business and product issues to be addressed as part of the forward looking decision making process.

Repositioning of a large public company based in Los Angeles.
A $200 million company, which had grown significantly through a dozen acquisitions, required a brand strategy that would unite the parent company with the acquired entities into a single, focused, relevant, and powerful brand and organization. Working with the CEO and the Executive Committee, developed a unifying brand strategy, image, and message that were widely embraced throughout the various levels of the organization. Conducted market and employee research, reviewed, and analyzed the research in the context of market dynamics in order to provide direction to the Executives. This strategy was integrated into all brand elements, including a new company name, logo, and identity. Created a marketing plan, including strategies for reaching the multiple target audiences via traditional and interactive channels.

Providing market analysis and strategic direction for a “refreshed” video game introduction. 
When a major video game manufacturer was faced with introducing an updated version of a premier, greatly loved game based on a highly successful character, we provided an assessment of today’s marketplace, consumer, and industry overall to identify the strength of the opportunity and the best path to take for sell-in to the trade and for the consumer launch and roll-out.

Providing direction on communicating product attributes for a luxury product during an economic downturn.
Provided communications directions for the support of an existing product facing difficult market dynamics. Fielded, analyzed, and reported on primary and secondary research combined with market forces to make recommendations on how to proceed with the marketing and creative development for this product.

Creating branding strategies for a new product concept that was to be launched without the benefit of a marketing budget.
Explored consumer reactions to and provided recommendations on naming, packaging design, packaging options, and communication strategy.

For an established up-scale product, identifying customers’ online commerce needs and how the company could best meet consumer expectations.
Created, fielded, analyzed, and reported on an online research survey designed to more fully understand the Client’s consumer and the consumers’ needs both in terms of the product and their expectation for online commerce.

Helping an overseas client understand the dynamics of the adoption of a popular food product in the U.S.
Created the strategies and discussion guide for one-on-one interviews with high-end food experts in the U.S. for a Client from overseas who was investigating how best to introduce a new product in their own market. Provided analysis of the research and direction on how to proceed with laying the foundation for the introduction.

Creation of a brand and marketing strategy and program for a new online company.
Created the brand strategy, marketing strategy, internet strategy and website content plan for the launch of this purely online company. The company has a new approach to an existing line of business and operates on a national and international playing field in a highly competitive and somewhat saturated field.

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