Capabilities / Services
Ten Pillars to Successful Consumer Packaged Good(s)
Services and Capabilities are based on Growing Innovative Brands Ten Pillars to building a successful consumer packaged goods company:
Pillar 1: Market Opportunity and Consumer Need
- Product category, size of category, potential growth analyses
- Competitive landscape review and interpretations
Pillar 2: Differentiation
- Product and brand differentiation; defining and incorporating elements
Pillar 3: Formulation, Packaging, and Manufacturing
- Working with formulators, flavor companies to assist in development
- Sourcing ingredients and contracting manufacturing
Pillar 4: Viable Business Model
- Reviewing pricing strategy with cost of goods and margins to determine initial viability
- Developing and writing business plans
- Reviewing and tweaking existing business plans
Pillar 5: Brand Strategy, Consumer Messaging
- Brand strategy, positioning
- Brand, package, label, and message development
Pillar 6: Channel Strategies/Distribution Models
- Distribution systems – designed to fit the brand, category, and the retailer
- Channel-retailer strategies; Anchor retailer strategies by area
- Understanding the right channels to penetrate including e-commerce
- The link between the brand proposition and the outlet and how to maximize volume
- Tailored options depending on the goals of the company
- Proof Concept – Test Markets Planning/Metrics/Execution
- Regional Launch/Planning/Metrics/Execution
- National Launch/Planning/Metrics/Execution
Pillar 7: Marketing Strategies
- Selecting the right promotional strategies to build and grow the business
- Advertising, social media, internet media, events, etc.
Pillar 8: Infrastructure
- Necessary systems, timing and sourcing
- G&A planning
Pillar 9: Team/People
- Building and developing teams – from entry level to executive
- Hiring strategies – hiring at the right level at the right time
- Relationship building – planning and training distributors; managing brokers to execute
Pillar 10: Financing
- Preparing the brand for raising money (business plans)
- Assistance with connecting to the right contacts