Case Study 1: Market Mapping the Competitive Landscape
The Bissell leadership team developed a marketing positioning map for BETTER LIFE, a new acquisition of natural cleaning products, and a new category for Bissell. They saw the market in a 2-axis model, SAFETY VS. PERFORMANCE. I know this did not illustrate the category complexity and simplified the consumer's need.
Focusing on consumers rather than products, some key learnings did not fit this 2x2 map:
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Some consumers focus on safety for the environment, while others look for safety for their family and homes.
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While all consumers want efficacy, some prioritize sensory benefits like unique scents or beautiful packaging.
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Finally, to be successful we would have to solve a key category tension point: Consumers don't believe that a cleaning product that is safe can be powerful.
From there I developed a new market map:
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X axis: SAFE FOR THE PLANET VS. SAFE FOR MY FAMILY.
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Y axis: EFFICACY VS. SENSORY BENEFITS.
I presented this to the VP, who was excited about how the new map did a better job representing the market and how this view of the market uncovered white space we could easily capture. I then presented this to the full leadership team, BETTER LIFE co-founders, and Bissell’s owner, with complete buy-in.
This position became the basis for every facet of the business. It was also used by the agencies to develop differentiating creative that set the brand apart from the competition both on shelf and online.
Case Study 2: Consumer Centric Innovation
Over the years, the global Fitness cereal team had developed several line extensions, and they were currently working on a ‘fruits of the forest’ favor.
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Certain that this was not a good offer for my market, I began looking for ideas that would match the strong identity of Fitness while being a good fit to the Latam market. What about Fitness & Yogurt?
Dairy consumption and sales were sizable, but all I had seen in the past for potential particulates to add to the cereal were small white morsels made up of fat and sugar. To do this "the Fitness way," I needed something healthy and contain live an active cultures, just like yogurt. These live and active cultures also had to be able to survive the long and very hot supply chains.
After a small consumer concept test to validate the idea and touching base with each country to understand the regulatory requirements to make yogurt claims. I developed the business case and prelim financials to present to CPW’s CEO.
The launch of Fitness & Yogurt generated excitement from consumers and the press. Our CEO presented this innovation to many in the investment communities to share the successful product launch, and his plans for global expansion, demonstrating that CPW was on a solid growth trajectory.
