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