Guadalupe Barnett Marketing Specialist (916)

INDUSTRYFrozen desserts BRANDNutrisa® BACKGROUNDNutrisa is a Mexico-based company engaged in the manufacturing and sale of frozen desserts, natural food, food supplements, health and beauty care products. Nutrisa owns 350 stores nationwide and distribute its frozen desserts in grocery stores such as Walmart, HEB, Comercial Mexicana, Chedraui and Superama, Costco, and Sam’s Club. PROBLEMMarket saturation ̶ by mid-2007 Nutrisa found its sales declining, while the market remained stable. Decline ̶ sales were falling, the product was in decline, and losing its privileged position in the Mexican market. Old image ̶ Need for a modern and trendy image.

RECOMMENDED SOLUTION Nutrisa had a strong position in the market for being associated with healthy food and for promoting of healthy living. Confirmed by consumer research, Nutrisa decided to extend the life of the product. This meant developing an extension strategy for the product by introducing hard frozen yogurt and frozen yogurt popsicles. IMPLEMENTING THE STRATEGY Fundamental to launch was the renewal of brand image Looked at the core features that made the brand different and modeled the new brand image with a stronger brand message RESULTS In six months went from decline to substantial growth of more than 25% Change of market share from 4% to 7.3% in two years Consumer loyalty Increased brand awareness Introduction of new customers to the brand

BEFOREAFTER

INDUSTRYDairy Products BRANDLALA® BACKGROUNDLALA is the premier dairy products company in Latin America with over 60 years in the market and a broad portfolio of milks, dairy and non-dairy foods that nourish consumers throughout all stages of their lives. PROBLEMLala brand milk was perceived by consumers as a low quality milk, and it was losing market share, and sales.

RECOMMENDED SOLUTION Brand positioning, new brand image including logo and packaging and effective brand communication campaign in retail and mass media, based on consumer insights. IMPLEMENTING THE STRATEGY Market segmentation Target markets Brand attributes per segment Positioning and brand values New brand image Communication plan including merchandising and POP materials in grocery and convenience stores RESULTS Exceeded sales by over 200% in two years Change of market share from 18% to 32% Became the second milk brand leader in the Mexican market 45% of category growth ̶ consumption frequency increased

New logo and packaging

INDUSTRYConsumer products BRANDSAxion, Ace, Salvo, Down, Mr. Clean, Ariel, Bold, Bold 3, Tide, and Downy GOALS - Boost the Fabric and House Cleaners categories in grocery stores - Brand visibility - ROI -.