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Ideal Long Range Strategic Plan

Beloved Brands Inc.
Beloved Brands Inc.
Beloved Brands Inc.Founder and CMO of Beloved Brands. We help brands find growth. We make brand leaders smarter. at Beloved Brands Inc.

This will provide you with an ideal format for how to lay out a Long Range Strategic Plan with the vision, purpose, values, big idea, strategies, and tactics.

Ideal Long Range Strategic Plan

1 of 31
We make brands stronger.
We make brand leaders smarter.
Case Study, using fictional “Gray’s Cookies” brand to complete a Long Range
Strategic Plan laying out the vision, purpose, values, big idea, strategies, and tactics.
Brand Strategy Roadmap
Gray’s Cookies
Brand Strategy Roadmap
This is an example of a Long Range Strategic Plan presentation to
follow as a potential ideal format or tips at each part of the plan.
Strategic
Plan
Gray’s Cookies Brand Strategy Roadmap
Promise: Experience:Innovation Purchase MomentStory:
Vision:
Purpose:
Values:
The Big Idea: Grays are the best tasting yet guilt free pleasure
Build community of
Brand Lovers
Explore entering new
food categories
Leader of healthy
cookie cement
Become alternative to
mainstream cookies
To be the first ‘healthy cookie’ to generate the craving, popularity and sales of a mainstream cookie.
We believe that healthy can taste great. Our purpose is to make healthy, low carb cookies that never
settles on taste, and helps people stay in control of their health.
Consumer first, healthy can taste great, natural tastes better, fast-to-market, family owned.
Goals:
Issues:
Strategies
Tactics
$100 Million brand by 2020, become a mainstream brand, increase usage, longer term penetration gains.
1. How do we tighten the bond with our most loyal brand lovers?
2. How do we balance driving penetration and usage frequency?
3. How will we defend Gray’s leadership position in the Healthy Cookie segment?
4. How do we leverage “guilt free” idea across new food categories
Take control of your
weight by replacing
your favorite snack
with Grays.
Real life stories that
show women living
“All the pleasure. None
of the guilt.”
We never sacrifice
on taste, you won’t
have to sacrifice
your cookie.
Interrupt purchase
routine to set up
Grays as the better
alternative.
We hope your
weight loss results
empowers you to
stay in control.
• Social Media to connect
brand lovers
• Surprise and delight
program to most loyal
• Explore geographic
expansion
• Drive penetration using
advertising & nutritionist PR
• Continue to attract new
users to Gray’s
• New flavor launches to
replicate mainstream
• Dominate shelf in every
channel
• Attack all competitive
entries
• Leverage influence of
brand lovers
• Build “guilt free” idea
• Innovation focused on
new segments
• Early trial with brand
lovers
Strategic
Plan
Vision
To be the first ‘healthy cookie’ to generate the craving, popularity and sales of a mainstream
cookie. Make Gray’s a $50 Million brand by 2025.
Purpose
We believe healthy can taste great. Our purpose is to make healthy, low carb cookies that never
settles on taste, and helps people stay in control of their health.
Values
Brand Vision, Purpose and Values
Consumers
First
Healthy can
taste great
Natural
tastes better
Family
owned
Fast to
market
Everything we do
starts and ends
with the consumer
in mind
Each new cookie
recipe must be
balanced health
and taste
Organic and natural
based food
ingredients lead to
better tasting food.
Our consumers
love new, and we
need to be new
faster than anyone.
No matter how big
we get, we will
always be a family
run business.
Strategic
Plan
360-degree Business Review summary
• Category: As America’s eating habits are
changing the cookie category is shrinking,
while the good-for-you segment thrives.
• Consumer: New consumers attracted to
Gray’s “guilt free” positioning, but conversion
to loyalty is due to the great taste.
• Channels: Gray’s has many distribution gaps,
but needs to be mindful of choices, to maintain
investment in driving consumer demand.
• Competitors: Grays has an opportunity to
dominate the good for you competitors before
traditional brands enter segment.
• Brand: Growth has come from product quality,
but new “guilt free” position will connect
deeper and fuel demand
Themes each section from the review Challenges to future growth
1. We need to transition Gray’s
from a product-led brand into an
idea-led brand to connect on
deeper level with consumers,
2. We need to own the big idea of
“guilt free” snacking, rather than
just selling a great tasting low
calorie cookie.
3. We need to begin to defend,
dominate and then lead the
“good for you” cookie segment.
Strategic
Plan
What factors are driving growth
1. Gray’s great taste drives a high conversion of Trial to Purchase (65% vs. norm of 50%).
2. Strong Listings has driven strong distribution in Food Channels (95%)
3. Exceptional brand health scores among Early Adopters (“Proactive Preventers”) making it a
highly Beloved Brand among the niche.
What factors are inhibiting growth
1. Brand Funnel scores show that we are still a niche player (low familiar), but have yet to turn our
sales into strong following (low loyalty)
2. Awareness among mainstream target (20%) held back due to weak Advertising scores. Low
Attention scores and Brand Link scores.
3. Low distribution at specialty stores at only 16%. Poor sales coverage.
4. Low Purchase Frequency (2.2 boxes per year vs. norm of 7.3) even among the most loyal early
adopters.
Drivers and Inhibitors
Ad

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Ideal Long Range Strategic Plan

  • 1. We make brands stronger. We make brand leaders smarter. Case Study, using fictional “Gray’s Cookies” brand to complete a Long Range Strategic Plan laying out the vision, purpose, values, big idea, strategies, and tactics. Brand Strategy Roadmap
  • 2. Gray’s Cookies Brand Strategy Roadmap This is an example of a Long Range Strategic Plan presentation to follow as a potential ideal format or tips at each part of the plan.
  • 3. Strategic Plan Gray’s Cookies Brand Strategy Roadmap Promise: Experience:Innovation Purchase MomentStory: Vision: Purpose: Values: The Big Idea: Grays are the best tasting yet guilt free pleasure Build community of Brand Lovers Explore entering new food categories Leader of healthy cookie cement Become alternative to mainstream cookies To be the first ‘healthy cookie’ to generate the craving, popularity and sales of a mainstream cookie. We believe that healthy can taste great. Our purpose is to make healthy, low carb cookies that never settles on taste, and helps people stay in control of their health. Consumer first, healthy can taste great, natural tastes better, fast-to-market, family owned. Goals: Issues: Strategies Tactics $100 Million brand by 2020, become a mainstream brand, increase usage, longer term penetration gains. 1. How do we tighten the bond with our most loyal brand lovers? 2. How do we balance driving penetration and usage frequency? 3. How will we defend Gray’s leadership position in the Healthy Cookie segment? 4. How do we leverage “guilt free” idea across new food categories Take control of your weight by replacing your favorite snack with Grays. Real life stories that show women living “All the pleasure. None of the guilt.” We never sacrifice on taste, you won’t have to sacrifice your cookie. Interrupt purchase routine to set up Grays as the better alternative. We hope your weight loss results empowers you to stay in control. • Social Media to connect brand lovers • Surprise and delight program to most loyal • Explore geographic expansion • Drive penetration using advertising & nutritionist PR • Continue to attract new users to Gray’s • New flavor launches to replicate mainstream • Dominate shelf in every channel • Attack all competitive entries • Leverage influence of brand lovers • Build “guilt free” idea • Innovation focused on new segments • Early trial with brand lovers
  • 4. Strategic Plan Vision To be the first ‘healthy cookie’ to generate the craving, popularity and sales of a mainstream cookie. Make Gray’s a $50 Million brand by 2025. Purpose We believe healthy can taste great. Our purpose is to make healthy, low carb cookies that never settles on taste, and helps people stay in control of their health. Values Brand Vision, Purpose and Values Consumers First Healthy can taste great Natural tastes better Family owned Fast to market Everything we do starts and ends with the consumer in mind Each new cookie recipe must be balanced health and taste Organic and natural based food ingredients lead to better tasting food. Our consumers love new, and we need to be new faster than anyone. No matter how big we get, we will always be a family run business.
  • 5. Strategic Plan 360-degree Business Review summary • Category: As America’s eating habits are changing the cookie category is shrinking, while the good-for-you segment thrives. • Consumer: New consumers attracted to Gray’s “guilt free” positioning, but conversion to loyalty is due to the great taste. • Channels: Gray’s has many distribution gaps, but needs to be mindful of choices, to maintain investment in driving consumer demand. • Competitors: Grays has an opportunity to dominate the good for you competitors before traditional brands enter segment. • Brand: Growth has come from product quality, but new “guilt free” position will connect deeper and fuel demand Themes each section from the review Challenges to future growth 1. We need to transition Gray’s from a product-led brand into an idea-led brand to connect on deeper level with consumers, 2. We need to own the big idea of “guilt free” snacking, rather than just selling a great tasting low calorie cookie. 3. We need to begin to defend, dominate and then lead the “good for you” cookie segment.
  • 6. Strategic Plan What factors are driving growth 1. Gray’s great taste drives a high conversion of Trial to Purchase (65% vs. norm of 50%). 2. Strong Listings has driven strong distribution in Food Channels (95%) 3. Exceptional brand health scores among Early Adopters (“Proactive Preventers”) making it a highly Beloved Brand among the niche. What factors are inhibiting growth 1. Brand Funnel scores show that we are still a niche player (low familiar), but have yet to turn our sales into strong following (low loyalty) 2. Awareness among mainstream target (20%) held back due to weak Advertising scores. Low Attention scores and Brand Link scores. 3. Low distribution at specialty stores at only 16%. Poor sales coverage. 4. Low Purchase Frequency (2.2 boxes per year vs. norm of 7.3) even among the most loyal early adopters. Drivers and Inhibitors
  • 7. Strategic Plan What are the major threats to growth • Mainstream cookie brands could enter the ‘health’ segment through R&D or Acquisition. Rumors that Pepperidge Farms will launch in Q1 2014, and Nabisco Q3 2014. • De-listing of our 2 weakest skus (Oatmeal and Cranberry) because of POS thresholds, could weaken our in-store presence down to 3 skus. • Legal Challenge to “tastes as good as your favorite cookie”. What are the major opportunities to drive growth • R&D has 5 new flavors in development. Could launch Peanut Butter in Q4 of 2013 (top 15% in testing), Chocolate Chunks in Q2 of 2014 (top 50%) • Specialty Sales Broker could specifically target Specialty Stores, which are in high growth mode (+15% per year) • Explore social media options as a vehicle for converting strong loyal following into a more mainstream mass appeal. Threats and Opportunities
  • 8. Strategic Plan Key Issues and Strategies What’s the priority for growth: driving new users or driving frequency among current users? How do we fix the distribution gaps to add to Gray’s momentum? How will we defend Gray’s against the proposed Q1 2014 ‘healthy cookie’ launch from Nabisco? Key Issues Strategies Attack Nabisco’s ‘healthy’ credibility by having 60% higher calories Drive trial by advertising Gray’s “stay in control” positioning Fix Gray’s distribution gaps with a sales force blitz at food and drug 1 2 3
  • 9. Strategic Plan Drive trial by advertising Gray’s “stay in control” positioning Strategy #1 Strategic Objective: • Gain new “proactive preventers” by advertising Gray’s “stay in control” positioning, moving consumers from consideration to trial and drive Gray’s market share Goals: • Increase penetration from 10% to 12%, specifically up from 15% to 20% with the core target. Monitor usage frequency among the most loyal to ensure it stays steady. Tactical Program: • Ensure all programs target the “Proactive Preventer” target, who is 35-40 female, who work out 3x a week. • Use “guilt free treat” message across advertising, packaging, in-store and events, which has tested as the most motivating and own-able message for Gray’s. • Recommend a balanced consumer marketing mix of advertising to drive positioning and sampling to drive trial. More details are outlined on the next strategy. Watch out: • At this point, we believe the product taste and consumer habits around healthy eating can help drive frequency of use.
  • 10. Strategic Plan Fix Gray’s distribution gaps with a sales force blitz at food and drug Strategy #2 Strategic Objective: • Fix Gray’s distribution gaps at Drug and Mass investing in a sales force blitz to continue Gray’s momentum and drive Gray’s market share. Goal: • Increase awareness from 33% to 42%, specifically up from 45% to 50% within the core target. Drive trial from 15% to 20%. Focus for sales is to close distribution gaps going from 62% to 72%. Tactical Program: 1. Mass TV Advertising and specialty Health Magazines helps to drive awareness in the most efficient manner, focused on appointment and specialty TV. 2. Increase amount of digital, using Facebook, Pinterest and Instagram to catch young moms. Build social media network of core loyal users. 3. In store and even sampling to re-enforce trial. Use in-store sampling to secure end aisle displays. 4. Sales Team to secure added distribution at Specialty stores. 5. R&D should focus on driving annual innovation to create an optimized portfolio mix. Watch outs: • Do not do too many activities to overload team, watch the working/non-working marketing spend.
  • 11. Strategic Plan Attack Nabisco’s ‘healthy’ credibility by having 60% higher calories Strategy #3 Strategic Objective: • Continue to dominate healthy cookie segment by owning “great tasting” and “lowest calorie” claims pointing out Nabisco’s weakness with 60% higher calories to help maintain Gray’s strong and loyal fan base. Goal: • Hold dollar share during competitive launches and continue to grow 11% post launch gaining up to 1.2% share. Target zero losses at shelf. Tactical Program: 1. Pre-launch (Q4) sales team to shore up all distribution gaps. Leverage category data to close deals. At launch defense plan (Q1) includes heavy merchandising, locking up key ad dates and BOGO. 2. Marketing support (Q1) includes 15s TV ads and high frequency magazine 1/3 page ads to muddy airwaves, coupons and in-store sampling. 3. Use sales story that any new “healthy” cookies should displace under-performing and declining unhealthy cookies. Watch outs: • Stay aware of exact timing to ensure focused defense plan lines up. Cannot lose our shelf space. Hold $2 Million contingency defense plan for Q2/Q3 timing, depending on performance of the competitive launches.
  • 12. Strategic Plan Winning Brand Positioning Statement To (Target) • Healthy proactive preventers who want to do more for their health, working moms, who are 35-40 years old. Gray’s is the (Category) • Tasty healthy cookie option That is the (Benefit) • Guilt free cookie that tastes so good that you can stay in control of your health That’s because (Support Points) • In blind taste tests, Gray’s matched the leaders on taste, but only 100 calories and 3g of net carbs. • In a 12-week study, consumers using Gray’s once a night as a desert were able to lose 5-10 pounds. 1 2 3 4 Defining the Brand
  • 13. Strategic Plan Delicious, low carb, low calorie cookies that help controls hunger and replace their favorite cookie. Products & Services Consumer Reputation The fresh face in the cookie aisle, known equally for health as it is the great taste. Brand Role Healthy doesn’t have to taste bad. We need to make healthy, low carb cookies that never settles on taste. Internal Beacon Gray’s is the helping hand that allows people to control their cravings and maintain their weight. Dietitians and fitness coaches see Grays as a healthy snack, for a low carb low calorie diet. Influencer Reputation Grays are the best tasting yet guilt free pleasure so you can stay in control of your health. The Big Idea for Gray’s Cookies Defining the Brand
  • 14. Strategic Plan Take control of your weight by replacing your favorite snack with Grays. Real life stories that show women living “All the pleasure. None of the guilt.” We never sacrifice on taste so you won’t have to sacrifice on your cookie’s taste. Interrupt purchase routine to set up Grays as the better alternative. Celebrate weight loss results to empower you to stay in control. Consumer Brand Brand Promise Brand Story Happy Experiences Purchase Moment Innovation Surprise Positioning Advertising and Communication Product Development Selling and Retail Operations and Culture Big Idea mapped across all consumer touch-points The best tasting yet guilt free pleasure so you can stay in control of your health. Defining the Brand
  • 15. Strategic Plan Execution Plan Strategy: Use awareness to drive trial of the new Grays Cookies as “The Healthy Choice to Snacking” brand positioning. Increase penetration from 10% to 12%, specifically up from 15% to 20% with the core target. Target Market: “Proactive Preventers”. Suburban working women, 35-40, who do whatever it takes to stay healthy. Main Benefit: Guilt free cookie that tastes so good that you can stay in control of your health. Support Points: 1) In blind taste tests, Gray’s matched the leaders on taste, but only 100 calories and 3g of net carbs. 2) In a 12-week study, consumers using Gray’s once a night as a desert were able to lose 5-10 pounds. Big Idea: Grays are the best tasting yet guilt free pleasure. What do we want consumers to think, do or feel? Desired Response: Try Grays to see if they like the great taste. Media Options: Main creative will be TV 15-second spot, with specialty health magazines, event signage and in-store sampling. Want to carry the idea into digital, social media and a microsite. Advertising & Communications Plan
  • 16. Strategic Plan Advertising & Communications Plan • Leverage Gray’s positioning around “guilt free pleasure”, which scored very high in positioning concept testing. The key is to build a creative that can showcase the 12 week study that shows you can lose 5 pounds. Execution Plan To (Target) • Healthy proactive preventers who want to do more for their health, working moms, who are 35-40 years old. Gray’s is the (Category) • Tasty healthy cookie option That is the (Benefit) • A Guilt free cookie that tastes so good that you can stay in control of your health That’s because (Support Points) • In blind taste tests, Gray’s matched the leaders on taste, but only 100 calories and 3g of net carbs. • In a 12-week study, consumers using Gray’s once a night as a desert were able to lose 5-10 pounds. Guilt free pleasure with Gray’s Cookies Try Gray’s Cookies and find your way to stay healthy • Do you feel guilty when you stick your hand in the cookie jar? Wouldn’t it be great if you could just sneak a cookie without worry that you have gone off your diet? • Gray’s Cookies are the best tasting yet guilt free pleasure so you can stay in control of your health. • That’s because Gray’s is low in fat and calories, yet still tastes great. In blind taste tests, Gray’s cookies matched the market leaders on taste, but only 100 calories, with 2g of fat and 3g of sugar. In a 12 week study, consumers using Gray’s once a night as a desert lost10 pounds. Winning Positioning Statement Winning Brand Concept
  • 17. Strategic Plan In-Store Plan Strategy and Tactics: Leverage key results, planogram recommendations and in-store specialty store merchandising team to build displays, manage shelf sets. Drive fair share of shelf, merchandising and leverage in-store sampling events for added distribution and display. Use sales blitz team to increase distribution at specialty stores, while holding shelf space at grocery, health stores during the competitive launches. Focus on increasing distribution from 62% to 72%. Target Market: “Proactive Preventers”. Suburban working women, 35-40, who do whatever it takes to stay healthy. Main Benefit: Guilt free cookie that tastes so good that you can stay in control of your health. Big Idea: Grays are the best tasting yet guilt free pleasure. What do we want consumers to think, do or feel? Desired Response: Try Grays to see if they like the great taste. Programs 1) Q2 specialty blitz to grow distribution at key specialty stores. 2) Support Q4 retail blitz with message focused on holding shelf space during the competitive launches. 3) Gain displays for back-to-school promotional lunch program. Execution Plan
  • 18. Strategic Plan Innovation Plan Execution Plan Strategy: Leverage stage gate process to gain approvals and consumer acceptance. Continually launch new flavors, expanding the Gray’s line up. Leverage 2 new innovations to build the Gray’s line up around key flavor trends among our “proactive preventer” target. Target Market: ‘Proactive- preventers’, suburban working women, 35-40, who do whatever it takes to stay healthy. Main Benefit: Guilt free cookie that tastes so good that you can stay in control of your health. Support Points: 1) In blind taste tests, Gray’s matched the leaders on taste, but only 100 calories and 3g of net carbs. 2) In a 12-week study, consumers using Gray’s once a night as a desert were able to lose 5-10 pounds. Big Idea: Grays are the best tasting yet guilt free pleasure. Internal Beacon: Healthy doesn’t have to taste bad. We need to make healthy, low carb cookies that never settles on taste. Continue to push the taste profile to ensure we are as good as the non- healthy cookies. Programs: 1) Launch Lemon Poppyseed in 2017, Lemon in 2018. 2) Explore new formats and diet claims motivating to target and own-able for Gray’s.
  • 19. Strategic Plan Competitive Defense Plan Strategy: Build defense plan against new entrant that defends with consumers and at store level. Hold dollar share during launch and continue to grow 11% post launch gaining up to 1.2% share. Target zero losses at shelf. Target: Current heavy users of Gray’s, so we can hold on to them during the first few months of the launch. Leverage the excitement of two new launches to gain new users. “Proactive Preventers”. Suburban working women, 35-40, who do whatever it takes to stay healthy. Big Idea: Grays are the best tasting yet guilt free pleasure Desired Response: Try Grays to see if they like the great taste. Program: 1) Pre-launch the sales team to shore up all distribution gaps. Leverage category data to close deals. 2) At launch defense plan includes heavy merchandising, locking up key ad dates and Buy-One-Get-Ones (BOGOs). Marketing support includes 15s TV ads and high frequency magazine 1/3 page ads to muddy airwaves, couponing and in-store sampling. Use sales story that any new “healthy” cookies should displace under-performing and declining unhealthy cookies. Execution Plan
  • 20. Strategic Plan Brand Dashboard Metrics Goal 2022 Comment Sales $50 Million Continue 20% growth rate Market Share 4.2% New triple chocolate 0.5% share Distribution 72% Increase coming mainly from fixing specialty. Awareness 42% Below norm, 80% among niche, < 20% overall Trial 37% New flavors have helped drive trial Repeat 5% High quality Taste converts high repeat Gross Margin % 57% Launching new premium line up. Profit % 15% Increased marketing spend in year 1 of launch Ad Brand Link 70% Building on current brand equity in TV ad Purchase Intent 70% Should hold strong as we trade up. Customer Satisfaction 60% Halo impact from new premium line up. Freshness Index 20% Increasing % sales from new launches. You have to measure what matters Plan Measures
  • 21. Strategic Plan 5 Year Profit Projections 2018 2019 2020 2021 2022 $ g% $ g% $ g% $ g% $ g% Net Sales 21,978 44% 27,354 24% 35385 11% 42,000 22% 50,385 18% Cost of Goods Sold 10,333 40% 12,606 22% 13,237 5% 13,237 22% 13,237 5% Gross Margin 11,645 49% 14,748 27% 17,148 16% 17,148 22% 17,148 16% GM % 53% 54% 56% 56% 56% R&D 346 3% 352 2% 360 2% 360 2% 360 2% Marketing Budget 5,528 22% 7,962 44% 8,850 11% 9,850 11% 11,850 11% Ad Merchandisers 568 22% 855 51% 850 -1% 850 -1% 850 -1% TV 1200 42% 900 -25% 1200 33% 1200 33% 1200 33% On Line 233 3% 480 106% 900 88% 900 88% 900 88% Print 1355 22% 1050 -86% 1000 -100% 1000 -100% 1000 -100% PR 59 15% 77 31% 200 160% 200 160% 200 160% Sampling 500 4% 1200 140% 1400 17% 1400 17% 1400 17% Sponsorship 100 33% 500 400% 0 -100% 0 -100% 0 -100% Research 200 55% 300 50% 500 67% 500 67% 500 67% Packaging 133 66% 100 -25% 50 -50% 50 -50% 50 -50% Display 430 44% 1300 202% 1400 8% 1400 8% 1400 8% Trade 750 1200 60% 1350 13% 1350 13% 1350 13% Other SG&A 2,000 22% 289 -86% 989 242% 989 242% 989 242% Contribution Income 3,771 22% 6,145 63% 6,949 13% 9,949 13% 12,949 13% CI % 17% 22% 23% 23% 23% Plan Measures The path to make Gray’s a $50 Million brand by 2025.
  • 22. Strategic Plan Brand Vision • To be the first ‘healthy cookie’ to generate the craving, popularity and sales of a mainstream cookie. Make Gray’s a $100 Million brand by 2020. Strategies 1. Continue to attract new users to Gray’s 2. Focus investment on driving awareness and trial with new consumers and building a presence at retail. 3. Build defense plan against new entrants that defends with consumers and at store level. Short-term goals for 2018 1. Continue to gain new users for Gray’s, driving trial from 15% to 20% and household penetration from 10% to 12%. 2. Hold Gray’s share during the two competitive launches and show 11% sales growth. 3. Increase Gray’s distribution from 61% to 72%, while increasing the footprint of “healthy cookies” at the shelf. Strategic Plan Summary
  • 24. Strategic Plan Brand Health and Wealth Internal Health: Divided team on whether to go after new users or drive frequency among core users. Advertising programs has not created awareness. Channel strength has not reached beyond Food. Innovation has not been consistent. External Health: Gray’s is a beloved brand among a core niche (“Preventers”) but relatively indifferent and unknown among broader audience. Even among loyalists, frequency is very weak. Gray’s is a special treat rather than a usual brand. Internal Wealth: Gray’s has a unique recipe. With marketing investment, profit margins have fallen from 12% to 9%, without seeing the growth ROI from the programs. Debate on whether Gray’s should focus on channel growth vs. marketing led programs. External Wealth: Gray’s has a strong growth rate at +20% CAGR. Sales of $25Million with a 48% gross margins, above category norm of 42%. Gray’s has achieved a 3.3% share at grocery but only 0.4% in the other channels. Internal Brand Wealth External Brand Health
  • 25. Strategic Plan Summary Analysis Drivers Inhibitors • Taste drives a high conversion of Trial to Purchase (65% vs. norm of 50%). • Strong Listings has driven strong Distribution in Food Channels (95%) • Exceptional brand health scores among Early Adopters (“Proactive Preventers”) making it a highly Beloved Brand among the niche. • Awareness among mainstream target (20%) held back due to weak Advertising scores. Low Attention scores and Brand Link scores. • Low distribution at specialty stores at only 16%. Poor sales coverage. • Low Purchase Frequency (2.2 boxes/yr vs. 7.3 norm) even among most loyal early adopters. Opportunities Threats • R&D has 5 new flavors in development. Could launch Peanut Butter in Q4 of 2013 (top 15% in testing), Chocolate Chunks in Q2 of 2014 (top 50%) • Sales broker could specifically target specialty stores, which are in high growth (+15%/year) • Explore social media to convert strong loyal following into more mainstream mass appeal • Mainstream cookie brands could enter the ‘health’ segment through R&D or Acquisition. Rumors that Pepperidge Farms will launch in Q1 2014, and Nabisco Q3 2014. • De-listing of our 2 weakest skus (Oatmeal and Cranberry) because of POS thresholds, could weaken our in-store presence down to 3 skus. • Legal Challenge to “tastes as good as your favorite cookie”.
  • 26. Strategic Plan • In a blind taste test, Gray’s performed equal to the consumer’s regular cookie. When Consumers found out it was a low fat, low calorie option, they said they would make it their regular cookie. • In the market, Gray’s has a very high conversion to purchase beating the norm (65% to 50%) and considerably higher than the other two ‘healthy’ cookies (Dad’s and Sarah’s) • Gray’s taste helps drive a high repeat %, beating norm 40% to 25%. Continue to drive trial, with the high conversion to purchase. Repeat % Conversion % to Purchase Sarah’s Dad’s Norm Gray’s Sarah’s Dad’s Norm Gray’s Taste drives a high conversion of Trial to Purchase (65% vs. norm of 50%). Driver #1
  • 27. Strategic Plan Need to maintain strength at Food, even while looking at new distribution points. • In the food channels, Gray’s has 90% distribution compared to 60% to Dad’s, our nearest ‘healthy’ cookie competitor. • However, Gray’s has an over-reliance on the Food channel, with 73% of the business coming from the Food channel, compared with 40% of Dad’s, who have a much more balanced distribution. The category norm is 38%. Strong Listings has driven strong Distribution in Food Channels (90%) Driver #2 Distribution at Food Channels Overall All Channel Distribution Distribution % Distribution %
  • 28. Strategic Plan • Gray’s is very healthy among “Preventers” with strong awareness at 80% and all related Brand Funnel scores significantly above norm. However, that strength has not carried over to the overall market, where Gray’s is significantly under-developed in the overall market. Explore ways to leverage Love from Preventers, as early adopters, to influence the rest of the market. Preventers Overall Norm Brand Funnel Scores Preventers vs. Overall High brand health scores among Early Adopters (Proactive Preventers) make it beloved among a niche. Driver #3
  • 29. Strategic Plan Brand Funnel scores show niche player (low familiar), yet to turn sales into strong following (low loyalty) • Skinny Brand Funnel shows a lot of gaps, pointing to the lack of marketing success in generating awareness, • Year 6, Gray’s still has very low Brand Awareness (33% vs. 60% norm). • Poor Ad tracking shows low Attention (30% vs. norm of 50%) and poor Brand Link ratio (.32 vs. . 55 norm) Both ends of funnel need fixing. Need to choose between either building awareness or driving loyalty. Inhibitor #1
  • 30. Strategic Plan Awareness among target (20%) low due to weak low attention and brand link in our advertising. • The latest Ad (“Back Home Again”) failed to break through (Aided Recall of only 38% vs. 62% norm). • The Brand Link was considerably off at only 33% vs. 50% norm. • On the positive, the brand appears highly unique suggesting the concept is strong. • For those who are engaged, the purchase intention scores in line with norms. Need better execution of Advertising. Focus on driving stronger recall and brand link to push awareness. Tracking!Results! Gray’s! Norm! Aided Recall 38 62 Unaided Recall 30 46 Brand Recogni on 10 23 Brand Link .33 .50 Main Message 64 60 Uniqueness 38 22 Purchase Intent 10 9 Ad!Tracking! Inhibitor #2 Ad Tracking
  • 31. Strategic Plan • While Gray’s is exceptionally strong in Food, it is equally weak in the Specialty channels, with only 16% distribution compared to Dad’s at 72%. • In Specialty, Gray’s focuses on national listings but there are very few national accounts. Dad’s uses 210 part time merchandisers to reach the Specialty channel. Low distribution at specialty stores at only 16%. Poor sales coverage. Explore options to reach the specialty market, which could add incremental sales volume. Inhibitor #2