Tag: Market Strategy

How Hilton’s Tru and Other Offerings Aim to Capture Millennial Traveler Demand

How Hilton’s Tru and Other Offerings Aim to Capture Millennial Traveler Demand
Both Airbnb and Hotels Like Tru Offer a Place to Sleep, But What about Conveniently Eating and Drinking, Exercising, Working or Just Hanging Out? In 2016, Hilton announced their new concept, Tru, which is designed to offer affordable and stylish places to stay, work and eat while traveling. Tru will serve the midscale segment (approximately... Read more »

Stanford and Texas Tech Tempt College Student Taste Buds and Stay Abreast of Top Trends

Stanford and Texas Tech Tempt College Student Taste Buds and Stay Abreast of Top Trends
Over the next three to five years, Insight to Action sees eight macro foodservice trends that are driving demand in the foodservice industry. Colleges and Universities like Stanford and Texas Tech provide good examples of how to meet that demand, so we spoke to leaders in foodservice at these universities. Meeting the demands of today’s... Read more »

Is Ultra-Filtered Milk the Next Greek Yogurt? Coca-Cola and fairlife Hope So.

Is Ultra-Filtered Milk the Next Greek Yogurt? Coca-Cola and fairlife Hope So.
In the dairy category, cow’s milk isn’t usually considered the prime area for product innovation or market share growth. We’re all familiar with the concept of grocery stores placing milk at the back of the store and following a loss-leader approach to encourage shopping for other items. Contrast with the yogurt category, specifically Greek yogurt,... Read more »
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Timing Matters: Balancing Field, Expert and Headquarters Market Perspective for B2B Innovation Strategy

Timing Matters: Balancing Field, Expert and Headquarters Market Perspective for B2B Innovation Strategy
For B2B innovation strategy development over a one to five year horizon, my firm, Insight to Action recommends considering field, headquarters and expert primary insights perspectives. Of course, before conducting the new research, a critical first step is to leverage secondary sources and to assess any historical data and identify unanswered questions. An example of... Read more »

Beyond Mainstream Pricing: Breyers Goes Super Premium with Gelato Indulgences

Beyond Mainstream Pricing: Breyers Goes Super Premium with Gelato Indulgences
The ice cream market is facing a bit of a meltdown in recent years, with 22% of 2016 frozen treat consumers buying less. Beth Bloom, Senior Food & Drink Analyst for Mintel, writes about the current US ice cream market: “As volume sales in the saturated category decline, dollar gains have cooled. While health leads... Read more »

Giovanni Rana Built its Brand with a Fresh Approach and Wins Nielsen Breakthrough Innovation Award

Giovanni Rana Built its Brand with a Fresh Approach and Wins Nielsen Breakthrough Innovation Award
With its line of refrigerated, fresh-filled pastas, the Giovanni Rana brand won a 2016 Nielsen Breakthrough Innovation award. Nielsen recognized the brand’s 55% growth in the US, with 2015 revenue totaling 130 million euros. And Giovanni Rana is planning for more growth: “This positive trend convinced the company to make a further effort to meet... Read more »
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Successfully Bringing a Foodservice Brand to Retail: Bob Evans ‘Farm Fresh’ Strategy Unifies its Restaurant and Grocery Segments

Successfully Bringing a Foodservice Brand to Retail: Bob Evans ‘Farm Fresh’ Strategy Unifies its Restaurant and Grocery Segments
How Bob Evans Built a Successful Retail Grocery Business, Propelled by its Restaurant Brand Taking a popular restaurant concept and translating it to a profitable retail grocery business is an alluring but tricky path for many brands. In our work, we have seen both successes and failures with these extensions. The market strategy case study... Read more »

Nasacort Combines Consumer Understanding and Science for a Winning Market Strategy

Nasacort Combines Consumer Understanding and Science for a Winning Market Strategy
Nasacort Allergy 24HR entered the highly-saturated and competitive OTC allergy market in 2014. With low brand awareness and consumer wariness of nasal sprays, the brand’s launch was risky. But Nasacort is now one of Sanofi’s top-ten consumer brands and won a 2016 Nielsen Breakthrough Innovation Award. The science behind Nasacort is a key competitive difference... Read more »

The Difference One Letter Makes: How Global B2B Brand Sodexo Deployed Easy-to-Pronounce Naming Strategy

The Difference One Letter Makes: How Global B2B Brand Sodexo Deployed Easy-to-Pronounce Naming Strategy
Organizational and product naming, particularly for B2B global entities, presents an interesting challenge. We’ve recently written about Ingredion signaling its strategic commitment with its name change. French food services and facilities management company Sodexo underwent a seemingly minor name change that has a big impact on its brand evolution. B2B Names Must Clear these Three... Read more »
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‘Empathetic’ Market Strategy Drives Outsize Growth for Beverage Bai

‘Empathetic’ Market Strategy Drives Outsize Growth for Beverage Bai
Beverage brand Bai has experienced meteoric growth since its 2009 founding, significantly by following a market strategy that focuses on empathy with consumers and distributors. In 2015, an Inc. profile reports Bai’s three-year growth at 2,210%, for 2015 revenue of $119.9M. In 2015, Forbes ranked Bai No. 13 in its America’s Most Promising Companies list.... Read more »
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    Michal is co-author of Tuning Into Mom and an experienced consultant. Michal develops winning growth strategies and detailed go to market plans for some of the world’s outstanding organizations including McDonald’s, Gatorade, Abbott, Barilla, Tylenol, Clorox, Key Bank, Eagle Ottawa, Quaker and the Baker Demonstration School.

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