Rebranding Case Competition
Overview
A case competition i partook in fall 2018 required that my team strategize a re-branding campaign for bright meals— a frozen meal company. despite years of providing high-calorie savory dishes, the company shifted its interest in targeting younger, more health-conscious consumers through a new product offering: Nashville Style Chicken with Cauliflower Rice.
Since the brand had not previously specialized in such trendy, healthy dishes, it required a re-branding strategy composed of a market share analysis, positioning strategy, imc plan, and website development. you can see the new logo i designed for bright meals. to see a pdf version of the cover page and table of contents i designed, click here.
Market Share Analysis
Given sales revenue data for 2017, we were able to calculate each company’s relative market share in relation to the top competitor within the industry— stouffer’s. because there was a major discrepancy between the top two competitors— stouffer’s and marie callender’s— we saw more value in comparing bright meals’ market share amongst “second-tier” at or below 15% market share in the whole industry. in doing so, bright meals can benchmark a competitor, such as lean cuisine, in which it is more likely to find success in outperforming
Positioning Strategy
In order to succeed in our rebranding strategy, we had to determine how we wanted consumers to perceive our new brand and how that perception would differ from their perception of competitors. i determined 2 attributes that defined and differentiated various competitors within the industry. traditionally, these two attributes would be price and quality— however, the information provided in the case did not emphasize or even mention the price; and quality differences remained indistinguishable across players. rather, it focused on the uniqueness of flavors & ingredients (the tasty nashville style spice and low-carb cauliflower rice) and the healthiness that each player emphasized. Our positioning statement became:
“We provide a convenient dining experience for the modern-day consumer that’s as nourishing as it is delicious.”
To the right is the positioning map i created to compare each player in the industry across uniqueness and health attributes.
imc plan
our imc plan was a multi-pronged approach aimed not only at the new consumer demographic, but also at retailers. we decided to market toward retailers using
personal selling— sending either in-house sales representatives or representative agents with existing connections to communicate the value of the new product to existing retailers
Public relations— building buzz for new product through amplified digital presence (web, social media, blog); releasing press statement introducing new product and its benefits; build brand awareness surrounding new, healthy “enlightened” line by bright meals
our imc plan directed toward end consumers includes a mix of
Creative strategy statement— the word hook “Delight of your Life” will be used in all imc proponents. this word hook will be supplemented with a repeatable theme of “modern-day consumers” (who are always on-the-go) enjoying a short break in their hectic schedule to enjoy a rejuvenating, delicious meal, such as in this mock print ad. The point of this theme is to illustrate the convenience of frozen meals that complement the modern-day consumers busy schedule.
advertisements— While we will be communicating through traditional mediums— such as print magazine and tv— we will also be leveraging the power of new media. We want to distribute tv ads across digital platforms such as youtube and social media. this will expand the reach of advertisements by taking advantage of viral marketing.
new media— to further expand upon digital presence, we will be using twitter as a form to communicate with consumers, factor in their feedback in consideration to new products within the enlightened line, and manage customer relationships. we will use facebook to promote new products, feature tv advertisements, and promote new products and blog posts. We will use instagram to showcase visually appealing photos of products, ingredients, and monitor which products/ingredients resonate most with consumers.
