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19-Apr-2011
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19-Apr-2011
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Functional Food Brand Positioning Development - United States
Company Need: Prioritize the relative appeal of 20 different product concepts for resale to target functional food manufacturers.
Approach: Developed a concept screener segmenting the concepts by different target markets - weight managers, men/women 50+, Moms with kids, and heart-healthy low-cholesterol. Each concept was rated for purchase intent, believability, uniqueness and incremental vs. replacement usage.
Results: The winning concept in the concept screener was successfully commercialized by the client.