Posts tagged "Product Strategy"

I Want Candy: How Nestle’s Skinny Cow Won Over Weight Conscious Women

I Want Candy: How Nestle’s Skinny Cow Won Over Weight Conscious Women
Nestle’s new Skinny Cow Candy brand, a 2013 Nielsen Breakthrough Innovation winner, achieved a two-year revenue of $115-125 million by selling candy to weight conscious women.  Since 1994, Skinny Cow has marketed and sold ice cream snacks to “dessert lovers who know that looking good and staying healthy doesn’t mean a life without indulgence.” Skinny... Read more »

How Procter and Gamble Sniffed Out New Markets

How Procter and Gamble Sniffed Out New Markets
Segmenting for Scent-Lovers Reaches 40% of Consumers When Procter & Gamble first launched Febreze as an odor-eliminating product, it failed. In The Power of Habit, Charles Duhigg relates the story of how Febreze came back. Consumer psychologists learned that consumers didn’t just want to eliminate odors—they craved a sense of accomplishment from making their environments... Read more »

Fisher Brand Nuts Stand Up to the Competition

Fisher Brand Nuts Stand Up to the Competition
When a brand innovates to solve problems and appeal to both consumers and retailers, it has the opportunity to really stand up to the competition. The recent packaging launch and supporting marketing campaign from John B. Sanfilippo & Son for the Fisher brand of recipe nuts provides an excellent example of stand out benefits. John... Read more »
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Anthem’s Unconventional Tonik Health Plan Targets Millennials

Anthem’s Unconventional Tonik Health Plan Targets Millennials
It’s rare to see health insurance marketing collateral tout such offhand sentiments as, “Life can be crazy unpredictable, and freak accidents do happen.” But Anthem Blue Cross Blue Shield (owned by WellPoint) recognized the opportunity to serve the young adult market and launched Tonik, a health insurance plan aimed at uninsured Millennials. Tonik, offered in... Read more »

Why a Focused Product Portfolio was Critical to Talking Rain’s Sparkling ICE $350 MM+ Brand

Why a Focused Product Portfolio was Critical to Talking Rain’s Sparkling ICE $350 MM+ Brand
Nielsen’s Breakthrough Innovation Report 2013 named the Talking Rain Sparkling ICE brand as a winner with a “Marathoner” activation strategy. The brand posted two-year revenues in excess of $200 million, and the brand is reportedly on course this year for over $350 million is sales. According to Nielsen’s report: “Marathoners take a more deliberate approach.... Read more »

Muller Yogurt Moves to Corner a Position in Yogurt Category

Muller Yogurt Moves to Corner a Position in Yogurt Category
Greek style yogurt has transformed the US yogurt business in recent years. This is a familiar story for anyone who has been eating yogurt or walking the refrigerated aisle at the grocery store in recent years. Greek yogurt has the health benefit of offering more protein than many traditional yogurts, as well as a distinctive... Read more »
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Innovation behind Focused Market Segmentation Yields Strong Business Performance for Special K Cracker Chips

Innovation behind Focused Market Segmentation Yields Strong Business Performance for Special K Cracker Chips
Chris Casey, Nielsen’s Senior Vice President Global Consumer Strategy and Global Innovation Practice, recently identified several high-growth brands that are showing good promise for winning the Nielsen Breakthrough Innovation Award in 2013.  According to the Nielsen Breakthrough Innovation webinar held on Dec. 14, 2012, one of the brands ‘to watch’ is Kellogg’s Special K Cracker... Read more »
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    Michal Clements

    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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