The Situation

A new marketing leader took on a new role at a large consumer packaged goods company and was charged with reinvigorating growth and a rebrand with the ambition of making it culturally relevant again.

Met with a changing demographic generationally, a challenger brand growing 10X the category and redefining the category experience, there was little to no room for error in seizing the opportunity, the rebrand and go-to-market approach.

Reframe was asked to conduct a market opportunity and landscape analysis to help the leadership team define what does growth look like and build organizational alignment to meet its growth ambition.

  • Help the leadership team understand the market landscape, quantify the total addressable and serviceable market opportunities.
  • Conduct 1 on 1 stakeholder interviews and findings to help the leadership team understand the level of change and resources required to achieve its growth ambition.
  • Facilitate a workshop with key stakeholders who have input and decision making responsibilities for setting and aligning the organization’s growth trajectory and commitment.

The Opportunity

The Approach

  • Used third party data resources, conducted quantitative analysis and modeled the brand’s growth trajectory.
  • Conducted a market and landscape analysis to better understand the total and serviceable addressable markets. 
  • Conducted 1 on 1 internal and external stakeholder interviews asking them about the organizational’s Strategy, Structure, Segments, Systems and Solutions.
  • Facilitated a workshop to align the organization around its growth ambition, prioritization and the resources required.

The Results

  • Worked with the brand finance team to build a growth model and used it secure organizational alignment for the growth ambition.
  • Based on the findings from the 1 on 1 interviews, used them to facilitate, discuss, prioritize and remove organizational barriers for the change required to achieve its growth ambition.
  • With the growth and impact ambition aligned across the organization, developed customer experience strategy, creative and go-to-market plan to achieve growth ambition.