The document discusses strategies for brand growth from Tattico Strategies, a consulting firm. It outlines their process for analyzing key elements of a brand, including supply, distribution, trade relations, consumers, pricing, and promotion. It provides examples of how they have helped beverage brands of all sizes improve packaging, distribution, pricing, and relationships with distributors. Their goal is to develop an action plan to help clients expand and thrive in the beverage alcohol marketplace.

1. ® Lieberman Research Worldwide | Microsoft Central Marketing Group Research | Confidential

2. TATTICO STRATEGIES
Precision Brand Growth

3. TATTICO STRATEGIES
Precision Brand Growth
Your
Brand
Positioning
Price
Package
Product
Distribution
Quality
Trade
Relations
Promotion
and
Advertising
YOUR BRANDS ARE BUILT
UPON FUNDAMENTAL
MARKETING ELEMENTS

4. TATTICO STRATEGIES
Precision Brand Growth
Your
Brand
Supply
Distribution
Trade
Consumers
BUT YOUR BRANDS’ BUSINESS SUCCESS
IS DETERMINED BY HOW WELL
YOU MANAGE THESE
ELEMENTS

5. TATTICO STRATEGIES
Precision Brand Growth
YOU HAVE A VISION…
AND A BELIEF IN YOUR BRAND
THAT INCLUDES MAKING IT
THE VERY BEST IT CAN BE

6. TATTICO STRATEGIES
Precision Brand Growth
Supply
• Impacts:
• Price
• Promotion
• Product
Story
Distribution
• Impacts:
• Price
• Promotion
Trade
• Impacts:
• Promotion
• Pricing
• Consumer
Pull
Consumers
• Impact:
• Packaging
• Taste
• Success
BUT HOW WILL YOUR VISION ALIGN WITH
THE REALITIES OF TODAY’S MARKETPLACE?

7. TATTICO STRATEGIES
Precision Brand Growth
WITH 60 YEARS OF EXPERIENCE IN THE INDUSTRY
WE HAVE HELPED BUILD BEVERAGE BRANDS
ACROSS EVERY MAJOR CATEGORY

8. TATTICO STRATEGIES
Precision Brand Growth
HELP YOUR BUSINESS EXPAND AND
THRIVE
IN THE
BEVERAGE ALCOHOL MARKETPLACE
TATTICO STRATEGIES MISSION

9. TATTICO STRATEGIES
Precision Brand Growth
OUR METHODOLOGY IS
DYNAMIC AND ANALYTICAL,
ENSURING YOUR BRANDS GAIN TRACTION
WHILE PROVIDING FOR LONG-­‐TERM
BUSINESS GROWTH

10. TATTICO STRATEGIES
Precision Brand Growth
WE NAVIGATE THE COMPLEXITIES
OF THE BEVERAGE BUSINESS
TERRAIN WITH YOU.

11. TATTICO STRATEGIES
Precision Brand Growth
WE ENABLE
ANY SIZE START-­‐UP
OR ESTABLISHED COMPANY
TO GO HEAD-­‐TO HEAD
WITH MAJOR INDUSTRY
PLAYERS

12. TATTICO STRATEGIES
Precision Brand Growth
PROCESS AND SERVICES

13. TATTICO STRATEGIES
Precision Brand Growth
Analyze
Current
Business
Provide
Strategic
Op9ons
to
Reach
Goals
Test
Strategies
and
Tac9cs
Develop
Go
to
Market
Plan
Launch
Monitor
and
Refine
AN INTERACTIVE EXCHANGE BETWEEN
BRAND OWNER…
…AND ADVISORS
TATTICO CONSULTING PROCESS

14. TATTICO STRATEGIES
Precision Brand Growth
• Adver&sing
• Digital
• Public
Rela&ons
• Sales
Promo
• Trade
Promo
• Distribu&on
Strategy
• Na&onal
Accounts
• Targe&ng
Key
Accounts
• Price
Structure
• Discoun&ng
• Profit
Management
• Brand
Posi&on
• Package
• Taste
Product
Price
Promo9on
Place
WORKING WITH YOU
WE REVIEW THE
KEY ELEMENTS OF
YOUR BRAND
WORKING FOR YOU
WE PLOT A COURSE
USING EXPERIENCE
AND BENCHMARKS

15. TATTICO STRATEGIES
Precision Brand Growth
• Adver9sing
• Digital
• Public
Rela9ons
• Sales
Promo
• Trade
Promo
• Distribu9on
strategy
• Targe9ng
key
accounts
• Na9onal
Accounts
• Price
Structure
• Discoun9ng
• Profit
Management
• Brand
Posi9on
• Package
• Taste
Product
Price
Promo9on
Place
Ø IS YOUR PACKAGING EFFECTIVE
ENOUGH TO ATTRACT
CONSUMERS?
Ø HOW IS YOUR DISTRIBUTION IN
KEY ACCOUNT SEGMENTS?
Ø IS YOUR PRICING STRUCTURE
MAXIMIZING YOUR SALES
OPPORTUNITIES?
YOU ARE BUILDING FOR THE
LONG TERM AND TO INCREASE
REVENUE EACH YEAR

16. TATTICO STRATEGIES
Precision Brand Growth
WE CHART A COURSE TO YOUR GOALS
WE PROVIDE OUR CLIENTS WITH
THOROUGH DOCUMENTATION
OF OUR ANALYSIS AND
RECOMMENDATIONS
IN THE FORM OF AN
ACTION PLAN
WE ADVISE AND SUPPORT OUR CLIENTS
THROUGHOUT THE EXECUTION
OF THE ACTION PLAN

17. TATTICO STRATEGIES
Precision Brand Growth
IN THIS EXAMPLE, IF WINE D IS THE
CATEGORY LEADER, AND WE ARE
ANALYZING WINE B,
THERE’S CLEARLY ROOM FOR IMPROVEMENT
TO HELP DRIVE SHELF IMPACT AND SALES.
4.5
4
3.6
2.7
0 1 2 3 4 5
Package Appeal
Wine A Wine B Wine C Wine D
0
1
2
3
4
5
On Time
Delivery
Accurate
Billing
Friendly
Reps
Quick
Response
Customer Ratings
Comp x Comp Y
HOW’S YOUR DISTRIBUTOR SERVICING YOUR
RETAILERS? GOT A LIST OF ACCOUNTS?
THE RESULTS CAN HELP YOU IN DIAGNOSING
IF YOU’RE GETTING EFFECTIVE
REPRESENTATION AND HOW TO IMPROVE IT.
PRODUCT & PACKAGING IMPROVEMENTS LEAD TO PROFITS

18. TATTICO STRATEGIES
Precision Brand Growth
Brand A
Brand A’s
Consumers
Where
Consumers
Shop
Where
Brand A’s
Consumers
Shop
TARGETED DISTRIBUTION IS KEY TO
WINNING CONSUMERS AND GAINING
TRACTION.
WE HAVE THE TOOLS TO HELP YOU
BETTER TARGET THE MOST EFFECTIVE
AND PROFITABLE DISTRIBUTION FOR
YOUR BRAND
TARGETED DISTRIBUTION CREATES GROWTH

19. TATTICO STRATEGIES
Precision Brand Growth
Retail pressures
drive commodity
pricing
Your Brand’s Price
positioned for
maximum attention
and velocity
PRICE MANAGEMENT IS CRITICAL FOR
NEW BRANDS. WE HELP YOU TAKE A
STRATEGIC, LONG-­‐TERM VIEW OF
PRICING, AND HELP YOU MANAGE
YOUR PRICING TO MAXIMIZE
DISTRIBUTION, CONSUMER TRIAL
AND LONG-­‐TERM SUCCESS.
SMART PRICING ENSURES SUCCESS

20. TATTICO STRATEGIES
Precision Brand Growth
CASE STUDIES

21. TATTICO STRATEGIES
Precision Brand Growth
A MID-­‐SIZED WINE IMPORTER IS SUFFERING FROM LACK
OF ATTENTION BY ITS DISTRIBUTORS.
TATTICO DEVELOPED BLEEDING EDGE MOBILE
APPLICATIONS FOR ITS SALES FORCE. THIS COMPANY
WAS LITERALLY FIRST IN THE INDUSTRY TO EMPLOY
MOBILE APPS FOR SALES.
THEY SOON HAD DISTRIBUTORS BEGGING TO ACCESS THEIR APPS, AND THE
IMPORTER REGAINED CRITICAL DISTRIBUTOR ATTENTION AND EXECUTION.
RECOMMENDATION
CASE STUDY – SALES INNOVATION

22. TATTICO STRATEGIES
Precision Brand Growth
A MID-­‐SIZED WINE IMPORTER WITH A LONG HISTORY OF CONTENTIOUS RELATIONS WITH
ITS DISTRIBUTORS WORKED WITH TATTICO TO REDEFINE ITS APPROACH AND
RELATIONSHIP WITH THOSE DISTRIBUTORS.
BY BUILDING SOUND AND CONSISTENT PLANS WITH
MEANINGFUL OUTCOMES AND REWARDS FOR THE
DISTRIBUTORS, RELATIONSHIPS WERE RESTORED AND IN
ONE INSTANCE, THE COMPANY WAS PUT ON THE
DISTRIBUTOR’S UP-­‐AND-­‐COMING SUPPLIERS LIST, WHICH GAVE
THE IMPORTER INCREASED AND INCREMENTAL ATTENTION AND
SUPPORT FROM THE DISTRIBUTOR’S MANAGEMENT AND SALES FORCE.
BUSINESS IN THAT DISTRIBUTORSHIP INCREASED OVER 20% IN A YEAR’S TIME.
RECOMMENDATION
CASE STUDY – DISTRIBUTION MANAGEMENT

23. TATTICO STRATEGIES
Precision Brand Growth
JOE WILL ALSO NEED TO “SELL” HIS BRAND
TO A LARGER GROUP OF RETAILERS AND
DISTRIBUTORS.
CASE STUDY – JOE’S CRAFT BEER
HE NEEDS FUNDING, AND WOULD LIKE TO
KNOW HOW HIS PRODUCT STANDS UP TO
OTHER REGIONAL BREWS IN TERMS OF TASTE.
JOE’S CRAFT BREWERY BUSINESS IS DOING WELL AND HE’S STARTED CONSIDERING
EXPANDING CAPACITY AND GOING TO NEW MARKETS.

24. TATTICO STRATEGIES
Precision Brand Growth
THESE WERE TASTED ON A ROTATIONAL BASIS, RATED ON OVERALL APPEAL
AND 6-­‐7 SPECIFIC PRODUCT ATTRIBUTES
(E.G. HOPPY, SMOOTH, CARBONATION LEVEL, COLOR)
WORKING WITH THE WAIT STAFF WHO ARE
TRAINED UPFRONT, 75 CUSTOMERS
ARE PRESENTED WITH THREE
SAMPLES OF PRODUCT:
JOE’S IPA AND
TWO REGIONAL
COMPETITIVE
IPA’S
TATTICO CONDUCTS A BLIND
TASTE TEST AT JOE’S CRAFT
BREW HOUSE WITH
HIS CUSTOMERS
RECOMMENDATION – JOE’S CRAFT BEER

25. TATTICO STRATEGIES
Precision Brand Growth
7.2
6.5
6
0
1
2
3
4
5
6
7
8
Joe's Lagunitas Redhook IPA
RECOMMENDATION – JOE’S CRAFT BEER
AFTER ANALYSIS THE STUDY SHOWS THAT
JOE’S HAS A SIGNIFICANTLY HIGHER APPEAL
RATING THAN THE COMPETITION, THOUGH
IT’S COLOR IS RATED AS TOO LIGHT AND
THEREFORE COULD USE A BOOST.
JOE USES THIS INFORMATION TO HELP
IMPROVE HIS PRODUCT, AND SELL TO
INVESTORS AND RETAILERS.

26. TATTICO STRATEGIES
Precision Brand Growth
STRATEGISTS

27. TATTICO STRATEGIES
Precision Brand Growth
apm@taScostrategies.com
(314) 223-­‐2243
ANDREW P. MANSINNE
Andrew Mansinne is a leading authority and recognized senior business execuhve in
the beverage industry. With a focus on fine wines and cral spirits, he specializes in
restoring growth to internahonal and domeshc branded businesses. Andrew
posihons fledging brands for market, refreshes exishng brands to boost trachon and
manages complete brand overhauls.
Andrew was recruited to be President of Aveniu Brands in 2010 and led the
turnaround of this company. He refocused the company’s poroolio and, in response
to the growth of arhsanal cocktails, built a unique cral spirits channel. He developed
a first-­‐in-­‐class applicahon for the sales force that generated posihve feedback from
distributors and set a new standard for sales-­‐team based technology now used by
compehtors. While Senior Vice-­‐President at Brown-­‐Forman, Andrew turned around
several of the biggest brands in the beverage industry including Bolla, Fetzer and
Korbel.
Andrew likes sharing his business insights and, in addihon to speaking and presenhng
to corporahons, has lectured at Indiana University’s Kelley School of Business MBA
Program and has presented at the University of Virginia’s Darden School of Business.
An MBA graduate from the University of Michigan, Andrew will help your brand
achieve and grow capabilihes.
Andrew lives with his wife and daughters in the DC area and counts himself
fortunate among men. When not watching his Alma Mater (Virginia) fall to Notre
Dame at football, he enjoys travel, golf and lakeside cookouts.

28. TATTICO STRATEGIES
Precision Brand Growth
jeff@taScostrategies.com
(314) 223-­‐2243
JEFF S. MUSIAL
With 28 years of professional experience with major packaged goods companies, Jeff
Musial has a wealth of experience in consumer insights, innovahon, and brand
management. He has worked in these roles with such iconic brands as Budweiser,
Bud Light, Stella Artois, Michelob, Jack Daniel’s, and Southern Comfort with
Anheuser-­‐Busch and Brown-­‐Forman.
His markehng accomplishments include launching several new growth inihahves for
Jack Daniel’s including a super-­‐premium line extension, leading a global task force for
cider development, and development of many of the high end beer brands seen in
the U.S. market today.
In consumer insights, Jeff has been at the forefront of industry change being a
champion for new methodologies such as: consumer segmentahon, ethnographies,
trend panels, concept screening methods, and markehng research for experienhal
properhes (e.g. Budweiser Brewery tours and Clydesdales) He has experhse in many
methodologies including tracking studies, concept development, adverhsing teshng,
packaging and taste teshng, as well as qualitahve methods such as ideahon, focus
groups, and ethnographies.
Jeff earned an undergraduate degree from Vanderbilt University (History and
Business Administrahon), and an MBA from St. Louis University.
He lives in St. Louis, MO.

29. ® Lieberman Research Worldwide | Microsoft Central Marketing Group Research | Confidential
www.tatticostrategies.com