Actions

• Developed and implemented a qualitative research methodology to acquire robust, actionable insights from target customers.
• Since 2007, Evmark Partners has tested 15 new concepts during 4 assignments in two of the client's divisions.

Results

• Client won prestigious National Restaurant Assn. Kitchen Innovation Awards in 2010 and 2011 for two new products launched following positive concept test response.
• Client has adopted Evmark Partners' early-stage concept testing process in two of its major divisions.
• Concept testing has been instrumental in creating stronger alignment between marketing and R&D on new product priorities.

Actions

• Conducted voice of the customer research and competitive assessments in client's core categories to identify high potential growth opportunities. Our deep understanding of the CPG and retail space enabled us to develop rich, actionable insights.
• Assisted client's new C-level executive team in understanding market dynamics and emerging customer needs to inform the new organizational structure and marketing strategy
• Provided executive coaching to client's marketing team while they searched for full-time CMO
• Assisted in planning and facilitating client's annual customer conference

Results

• Company's transformation is underway, with new organizational structure in place to pursue emerging high potential market opportunities.
• Client recently acquired a technology company to strengthen its position in a high growth segment validated through Evmark Partners' insights and analysis.
• New product development has been accelerated across the company's divisions, and is focused on priorities informed through our work.

Actions

• Led workshop for client's global team to build their understanding of value chain dynamics and emerging product and consumer trends in the target vertical market.
• Conducted "C-suite" voice of the customer research with suppliers and finished product manufacturers (client's customers and their customers) to understand strategic priorities across the value chain and uncover potential technology development opportunities.
• Provided executive coaching to client's industry-focused marketing team to help them increase their company's visibility and shape brand perceptions in the target vertical market.

Results

• Voice of the customer results exceeded expectations by identifying near-term opportunities to improve competitive positioning and sales performance.
• Value chain insights informed client's decision to reassess its vertical market strategy and redeploy a portion of its marketing and R&D resources targeted against this segment.

Actions

• Planned and led a strategy workshop for divisional leaders in merchandising, marketing, consumer insights, finance, and category management.
• Managed the client's function-specific sub-teams to acquire and analyze detailed performance metrics to build the case supporting the new strategy.
• Led the team in creating the process for ongoing performance tracking (metrics) and management reporting on the new private brands strategy.
• Developed a presentation for senior corporate management (delivered by the division head) to communicate the new private brands strategy. Also drafted the brand strategy section of the division's long range plan.

Results

• Client's private brands strategy received senior management approval, and was implemented successfully across the division's merchandise categories.