C See if you under or over-developed against a certain activ

Draw conclusions. Compare how you're doing in each cha

and versus other periods.

Deep-dive business review for retail

Pricing Differences by Channe
Food Drug Mass C
Avg Price $6.55 $6.47 $6.62 $6
% change vya -6.4% -2% +3.1% -1
Avg Price on Deal 5.99 6.59 5.29 5
% change vya +8.3% -12.3% +1.7% +2

1 Marketplace 2 Consumers 3 Channels % on deal

+/- vya
32%
+7 pts
22%
+1 pt
38%
+10 pts
2
-2

Macro view of overall category Understand consumer beliefs, habits, Evaluate channels, customers,
First, look at the average price and change versus ye
for each channel.
A
Match up the data to what the sales

performance with economic, trends via consumption data, strategy alignment, tool you should be looking
colleagues are saying about the different prices for each
Depending on channel/brand, B

consumer, tech, shopping, regulatory. funnels, tracking, VOC feedback. utilization, program effectiveness.
deal pricing, % on deal and coop ad points. Compare
the channels and compare to prior years.

Growth Tracking Purchase Journey Brand Funnel The Brand Love

Customer Curvescorecards
Customer Scorecards Distribution
Distribution Gaps
Distributiongap
gap analysis
analysis
The Brand Funnel
Customer A Scores Kroger CVS Club A&P
Unknown Tops Tops
Kroger CVS Club A&PSafeway
Safew
Overall Sales Dollars 39
Awareness Indifferent
Share of Category 11%
Gray’s
Gray’s8 ct Choc Chip
% dollar change +19.1% 8 ct Choc Chip
Familiar Your Brand Share 33% Gray’s
16 ct Choc
% change Like
+3.3 It
points Gray’s Chip
Consider Share Index 105 16 ct Choc
Chip Gray’s
Your brand’s avg Price $6.33
8 ct Mint Chip
Purchase % change +3.3%
Love It Price Index 125
Gray’s
Gray’s
Repeat Share of Co-Op Ads 33%
8 ct Mint Chip
16 ct Mint Chip

Loyal
Beloved
% change +18%
Co Op Index 143 Gray’s Gray’s
8 ct Lemon
Share of Merch 25% 16 ct Mint Chip
% change -2%
March Index 111 Gray’s
8 ct Lemon

6 Review Summary 5 Brand 4 Competitors We m

We make b

Take each section conclusion, draw out a brand Evaluate brand through lens Analyze competitors using
challenge to summarize the entire review of consumer, customer, brand, performance, pricing, We

competitor, employee. Use innovation, distribution,

data, research, analysis. perceptions. Anticipate response.
BUSINESS REVIEW SUMMARY
Execution Tracking Competitive pricing analysis

Themes from each section

• Market: As eating habits are changing the
cookie category is shrinking, while the
good-for-you segment thrives.
• Consumer: New consumers attracted to
Gray’s “guilt free” positioning, but the great
taste drives loyalty
Brand Challenge
It is time to transition Gray’s from a
• Channels: Gray’s needs to close
product-led brand into an idea-led Profitability Competitive funnel analysis
distribution gaps but must maintain
brand to connect with consumers
advertising investment to drive trial.
by owning the idea of “guilt free”
• Competitors: Gray’s has an opportunity snacking, rather than just selling a
to dominate the “good for you” segment great tasting cookie. Gray’s needs
before traditional brands enter segment. to begin to dominate and lead the
“good for you” cookie segment.
• Brand: Gray’s growth due to taste quality,
but new “guilt free” positioning will connect
deeper and fuel new demand.
We start with 10 questions per section
 Business Review presentation template
CONSUMERS
BUSINESS REVIEW SUMMARY Gray’s taste drives
Exceptional scores amongaearly
high conversion
Adopters (“Proactive of trial to
1. Gray’s superior in-store consumer experience drives a high CONSUMERS
purchase
Preventers”)
conversion of trial(65%
making it highly
to purchase versus
beloved among
(65% a norm versus of
the niche. 50%).
a norm of 50%).
Themes from each section • Gray’s is very
65healthy among “Preventers” with strong awareness at 80% and all related Brand
3. New brand idea of “transforming lives” performed very well
Exceptional scores
70 among early Adopters (“Proactive
• Market: As eating habits are changing the
Funnel
Preventers”)
overall
52.5
scores significantly
making it highly
market, where
above norm. However,
50
beloved
Gray’s is significantly
that strength
among inthe
under-developed
has not carried over to the
niche.
the overall market.
with consumers and will impact new advertising.
cookie category is shrinking, while the 35
38
• Gray’s has a very high
good-for-you segment thrives. Brand Funnel Scores Preventers vs. Overall
• Gray’s is very healthy17.5 conversion to purchase
among “Preventers” with strong awareness at 80% and all related Brand
• Consumer: New consumers attracted to • Gray’s has a very high
Funnel scores significantly above norm. However, that strength has not carried over to the
overall market, where Gray’s
0 beating
is significantly under-developed in the overall market. the norm
conversion (65% beating
to purchase to 50%) • In concept testing, the
Gray’s “guilt free” positioning, but the great
taste drives loyalty
Brand Challenge Conversion % to purchase
Brand Funnel Scores Preventers vs. Overall
higher than(65%
the norm Dad’s
to 50%) higher “transforming lives” concept
40 finished in the winning zone
It is time to transition Gray’s from a than Sportsworld (SW).
• Channels: Gray’s needs to close 40
product-led brand into an idea-led 30 25 • The new concept scored above
distribution gaps but must maintain 22 • Gray’s consumer experience
BUSINESS REVIEW SUMMARY brand to connect with consumers
• Gray’s
the norm on both motivating (top
advertising investment to drive trial.
drivestaste drives%,
high repeat
20
by owning the idea of “guilt free” high repeat beating 2 box score of 33% versus
BUSINESS REVIEW SUMMA RY
10
• Competitors: Gray’s has an opportunity snacking, rather than just selling a 80
%, beating norm
norm 40% to 25%.40% to 25%. category
C O N S U M E R R E V I E W 0 Explore ways to leverage Love from Preventers, as early CONSUM E R S norm of 22%) to
to dominate the “good for you” segment great tasting cookie. Gray’s needs 60
adopters, to influence the rest of the market. consumers and own-able for
before traditional brands enter segment.
% repeat purchase
to begin to dominate and lead the Marketplace Review: 40 Preventers Overall Norm
Gray’s (top 2 box score of 73%
“good for you” cookie segment. 1. Declining cookie sales have created a war among major competitors with lower prices and margins. 2. Gray’s dominates on penetration
under- and
versus normtrips/year
of 53%). but is
SWfrom Preventers,
80
• Brand: Gray’s growth due to taste quality, 2. Category growth and Gray’s growth coming from the West, but facing poor performance in the East. GRAY’S
Explore Gray’s
ways Dad’s
to leverage Love
20 Normas early Business
but new “guilt free” positioning will connect 3. Continuous variations of diet with low calorie, low carb, low fat and gluten free. Consumers remain confused.
1. Gray’s superior in-store consumer experience drives a high 60Cookies
adopters, to influence the rest of the market. Review performing on $/trip. Almost half the trips are browsing only.
Drivers Inhibitors Ø As eating habits are changing the cookie category is shrinking, while the good-for-you segment thrives.
0
deeper and fuel new demand. conversion of trial to purchase (65% versus a norm of 50%). 40 Preventers
Awareness Overall Norm 50
• Taste drives a high conversion of trial to purchase • Awareness among mainstream target (20%) held
under- Continue
Continue to to
looklook at driving trial, because the
Consumer Review
2. Gray’s dominates on penetration and trips/year but GRAY’S at driving trial, because once in store, the Business
(65% vs. norm of 50%). back due to weak advertising scores. Low 1. Gray’s taste drives a high conversion of trial to purchase (65% versus a norm of 50%). isCookies 20
40
Review
• Strong listings has driven strong distribution in attention scores and brand link scores. 2. Low purchase frequency (2.2 boxes per year vs. norm of 7.3) even among the most loyal early adopters.
consumer experience drives high conversion to purchase.
performing on $/trip. Almost half the trips are browsing only. great
food channels (95%) • Low distribution at specialty stores at only 16%.
3. Consumers love Gray’s new “guilt free” concept
Ø New consumers attracted to Gray’s “guilt free” positioning, but the great taste drives loyalty
taste drives high conversion to purchase.
0

Awareness
30 • Gray’s penetration of 43 and
12.4 trips/year, much stronger
• Exceptional brand health scores among early 20
Poor sales coverage. 3. Consumers love Gray’s new “transform lives” concept. Gray’s new advertising and tagline needs to reflect the
than new (SW) at
Sportsworld
• Low purchase frequency (2.2 boxes/yr vs. 7.3 Channel Review
adopters (“Proactive Preventers”) making it a
highly beloved brand among the niche. norm) even among most loyal.
beloved brands 1. Successful listings has driven strong distribution in Food Channels (90%)
10
“transform lies” brand concept. 21% and 7.3 trips.
2. Low distribution at specialty stores at only 16% due to poor sales coverage.
beloved brands 0

Summary Consumer
3. Weak coop/display for Gray’s is directly linked to our lower trade terms being offered.
Opportunities Risks Ø Gray’s needs to close distribution gaps, but must maintain advertising investment to drive trial.
Gray's SportsWorld SportsValue Play It Again Duke's • However, SW is much
stronger at $/trip at $39
• R&D has 5 new flavors in development. Could • Mainstream cookie brands could enter the ‘health’ Competitor Review
1. Re-evaluate strategy and use our power to begin to dominate the “good for you” segment.
60 beloved brands compared to Gray’s at $23.
launch Peanut Butter in Q4 of 2013 (top 15% in segment through R&D or acquisition. Rumors
2. Dad’s wins on innovation and deep price discounts, but is weak on taste. $39
test), Chocolate Chips in Q2 of 2014 (top 50%) that Pepperidge Farms will launch in Q1. 40 • Digging deeper, 45% of

Slides Analysis
3. Major risk if the major cookie brands launch healthy versions that are near-match taste versus current brands.
• Sales broker could specifically target specialty • De-listing of our 2 weakest skus because of POS Ø Gray’s has an opportunity to dominate “good for you” segment before traditional brands enter segment. Consumer review conclusion: $23
20 12.4 $15 $17 $14 Gray’s trips are browsing only,
stores, which are in high growth (+15%/year) thresholds, could weaken our in-store presence. 7.3
• Use social media to convert strong loyal following • Legal Challenge to “tastes as good as your Brand Review 4.3 2.7 3.2 while at SW, only 10% of the
1. Exceptional scores among early Adopters (“Proactive Preventers”), early base of brand lovers. New consumers attracted to Gray’s “transform world” 0 trips are browsing only.
into mainstream mass appeal favorite cookie”. 2.
3.
Brand funnel scores show we are still a niche player but yet to turn our sales into strong following
Awareness held back due to poor advertising scores with low attention scores and brand link scores.
positioning, but need to convert browsing to purchases. Gray's SportsWorld SportsValue Play It Again Duke's
Ø Gray’s growth due to taste quality, but “guilt free” positioning will connect deeper and fuel new demand. Trips/Year $/Trip

Overall Brand Challenge: It is time to transition Gray’s from a product-led brand into an idea-led brand to
connect with consumers by owning the idea of “guilt free” snacking, rather than just selling a great tasting
beloved brands cookie. Gray’s needs to begin to dominate and lead the “good for you” cookie segment. beloved brands How do we capture browsing consumers to convert purchases?
beloved brands
beloved brands

MARKETPLACE CATEGORIES

1. Volatility of sports participation during Covid created MARKETPLACE 2. Tracking key items across categories shows pricing CATEGORIES
uncertainty across sports retailers pressure on big 3 sports in reaction to Sports World EDLP
2. Major sports continue to dominate the sports retailers, but 3. Launching Gray’s Workout Sensibles own brand into fitness
golf provides the highest margin will provide added revenue and margins.
Footballs Baseball Glove Golf Putters Basketball

Avg Price $65.55 $64.47 $66.62 $65.54 • Entering the workout category with a
• Football, basketball, % change VYA -16.4% -12% +3.1% -1.9% launch of workout clothing and our own
baseball account for shoe brand.
Avg Price on Deal 59.99 65.59 52.29 54.49
75% of sales. % change VYA +8.3% -12.3% +1.7% +2.7% • Expected sales are $64 million in year on
total sales, with $50 million from clothing
M A R K E T P L A C E R E V I E W • Golf growth is offset C A T E G O R I E S R E V I E W % on deal 32% 22% 12% 20%
and $14 million from the shoes. Shoes are
by tennis decline. a high-risk entry.
M A R K E T P L A C E Golf brings in new CATEGORIES
• With 32% sold on deal in response to Sports World competitive pricing, the average price
consumers and the • Advertising spend of $10 will drive
1. Volatility of sports participation during Covid created 1. Need a clearer portfolio management and the strategic role of a football is down 16% vs year ago. Baseball gloves facing similar pricing pressure awareness, and using in-store displays
uncertainty across sports retailers 3. Growth of e-sports is cutting into youthhighest
participation
profit in for each category at Gray’s with 22% sold on deal, and average pricing is down 12% 1. Need a clearer portfolio management and the strategic role
around key workout dates (spring and new
• traditional sports.
Disruption of team sports led to increases in social distancing sports created margins for retailers • Demand in golf allowing for pricing increase of 3% and only 12% sold on deal. This helps for each category at Gray’s
years)
2. Major sports continue to dominate the sports retailers, but that led to high growth in sports like golf, working out, stationary bikes. 2. Tracking key items across categories shows pricing
golf provides the highest margin pressure on big 3 sports in reaction to Sports World EDLP drive profitability on golf to offset the margin declines on the big 3 sports.
• Declines in team sports caused price cuts among major manufacturers. Youth Participation
3. Growth of e-sports is cutting into youth participation in (% of 0-17 year olds)
3. Launching Gray’s Workout Sensibles own brand into fitness
• Invest in golf/workout
traditional sports. As sports participation stabilizes, use the time to return to normal • Declines in youth will provide added revenue and margins. Explore options to reach the specialty market, which could Watch key metrics on the
70
58 58 58 participation in baseball • Explore e-sports
launch, and cautiously manage
60
Continue to 47
win the50big three sports use golf as margin driver while add incremental sales volume.
50 and basketball the high-risk shoe entry
• Maintain big 3
40
40 32 football holding steady. (football, baseball,
30 basketball)
beloved brands beloved brands
Marketplace review conclusion:
Big 3 sports continue to dominate, but flat revenue. Youth shifting to
Marketplace 20
10
0
Baseball Basketball
beloved brands
Football
12

E Sports
• E-sports has tripled in
participation from 12%
to 32%.
Categories review conclusion:
Maintain volume in big 3 sports. Explore growth in golf and
Categories beloved brands
• Divest tennis.

Analysis Analysis
e-sports could be a future threat to sports retailers. workout clothing through our own brand.

2012 2022
• Ensure each product category is well-defined and well-organized. This requires a
thorough analysis of sales data to understand which products belong in which categories,
beloved brands beloved brands and how these categories should be organized to maximize sales.
Explore more experiential zones to capture younger
consumers including the use of sports technology.
Stay competitive in big 3 as they drive traffic into stores

beloved brands beloved brands

COMPETITORS BRAND
COMPETITORS
3. Major risk of a global sports retailer launching into the US 3. New “Transform Life” advertising much stronger on aided
market, either through acquisition or aggressive entry
2. Increasing demand for e-sports gaming equipment could recall, brand link and purchase intent
create an opportunity for Gray’s to create a new category BRAND
• Decathlon: A French company that is the
largest sporting goods retailer in the world Tracking LY Ad New Ad Norm
with over 1,600 stores in 57 countries.
1. Seeing
• New advertising is above norm steady scores at top of the sales funnel, but declines
Aided Recall 38 73 62 on aided recall 73% vs norm of
at purchase/repeat due to Sports World EDLP impact
• JD Sports: A UK-based company that 62%, brand link .72 vs norm of
C O M P E T I T O R R E V I E W operates over 2,400 stores across 18 • E-sports is impacting the Unaided Recall 30 48 46 .50, and purchase intent
100 with
countries, specializing in sports apparel and participation in traditional sports, 22% vs norm of 9%. 90
Brand Recognition 10 30 23
footwear. especially among youth. 80
B R A N D R E V I E W Brand Link .33 .72 .50
• Main message within70the norm 67%
1. Sports World uses ‘Every Day Low Price’ (EDLP) on big • Sports Direct: Another UK-based company C O M P E T I •T OE-sports
R S has created a new but could be an area60to focus on B R55%A59%
ND
three sports allows them to drive higher sales that operates over 700 stores across 19 market for gaming equipment Main Message 64 59 60 for next year’s ad. 50
countries, offering a wide range of sports such as high-performance gaming
2. Increasing demand for e-sports gaming equipment could 1. Sports World uses ‘Every Day Low Price’
mice, (EDLP)
keyboards, onand
monitors, big 1. Seeing steady scores at top of the sales funnel, but declines Uniqueness 38 32 22
40
• Last year’s advertising failed on 2. Able to isolate the impact of Sports 32%
World pricing by looking
equipment and apparel. 30 24% 26%
create an opportunity for Gray’s to create a new category three sports allows them to drive headsets. higherAssales
a result, retailers are at purchase/repeat due to Sports World EDLP impact recall and brand link.20 at sales funnel drop off at purchase and repeat
• Intersport: A Swiss-based company that experiencing an increase in Purchase Intent 10 22 9 10
3. Major risk of a global sports retailer launching into the US operates over 5,500 stores across 66 2. Able to isolate the impact of Sports World pricing by looking
market, either through acquisition or aggressive entry countries, selling a variety of sports 40.0 Markup rates per categorydemand for these products. at sales funnel drop off at purchase and repeat
0
Awareness Familiar Consider Purchase Repeat Loyalty
equipment and apparel.
30.0
15%
3. New “Transform Life” advertising much stronger on aided 2020 2021 2022 2023
14% 14%
20.0 recall, brand link and purchase intent
Keep an eye on global entry, but also use as an opportunity
10.0
to New advertising will be a step up, make sure we see link to funnel steady at awareness to consider, but Sports World’s EDLP strategy on the big
• Brand
explore global expansion for Gray’s into newShould Gray’s enter the e-Sports market, either directly under
markets0.0
increased traffic and added revenue. three categories is seeing a drop off on purchase from 67% down to 55-59% range and
Gray’s banner or acquisition of a gaming retailer? repeat down from 32% to 24-26%. Concern is this shows up in loyalty in the longer run.
Competitor review conclusion: Tennis Golf Basketball Football Baseball Hockey
Gray's Sports World
Use our power position in US market to defend against all beloved brands beloved brands
Brand review conclusion: If brand health scores do not offset the impact of aggressive

Competitors Brand
competitors and explore competing in new ways. • Sports World every day lowbeloved brands
pricing on the big three sports has them using a lower markup on
pricing, may need to re-look pricing strategy on key items.
the big three sports (15% markup compared to 30—35% for competitors) to put them in a Gray’s brand in healthy position, but the impact of Sports • Gray’s is losing out at the conversion from consideration to purchase as consumers see
stronger competitive position.
World’s EDLP pricing strategy is hurting purchase lower prices at Sports World, 14 points below SW. The conversion from purchase to repeat

Analysis
• SW EDLP allows them to close the sale, a a higher $/trip at $39 compared to Gray’s at $23.

Analysis
is 4 points below. Gray’s uses their
beloved power to command high loyalty, but if the trendline on
brands
beloved brands However, Gray’s overall margin of 4.3% is significantly higher than SW at 1.5%. repeat continues, we could see a fall off on loyalty.

beloved brands Explore pricing strategy options to battle back against

Gray’s needs to demonstrate the value of our expert
customer service and experiential zones. Sports World without creating a price war

beloved brands beloved brands

How we build a business review presentation
For each of the 5 sections, lay out 3-5 key slides, Each of the conclusion headlines should
A that has a slide conclusion headline, key B move to a summary slide, and then draw
visual, 2-3 key points and a recommendation. one section conclusion statement.

Conclusion
Headlines

Section Conclusion Statement

How we build a business review presentation
Marketplace Review
C Take each section conclusion, and
D draw out a business review major
For each of the five issue to summarize the entire review
summary slides,
take each section
conclusion Business Review Summary
statements and Consumer Review
move to an overall Business Review
business review Major Issue
summary page

Channel Review

Section Conclusion
Statements

Competitive Review

Brand Review
Example of the business review summary page

GRAY’S
Cookies
 Business review summary
Drivers
• Taste drives a high conversion of trial to
purchase (65% vs. norm of 50%).
• Strong listings has driven strong
distribution in food channels (95%)
• Exceptional brand health scores among
early adopters (“Proactive Preventers”)
making it a highly beloved brand among
the niche.
Opportunities
• R&D has 5 new flavors in development.
Could launch Peanut Butter in Q4 of 2013
(top 15% in test), Chocolate Chips in Q2
of 2014 (top 50%)
• Sales broker could specifically target
specialty stores, which are in high growth
(+15%/year)
• Use social media to convert strong loyal
following into mainstream mass appeal
Inhibitors
• Awareness among mainstream target
(20%) held back due to weak advertising
scores. Low attention scores and brand link
scores.
• Low distribution at specialty stores at only
16%. Poor sales coverage.
• Low purchase frequency (2.2 boxes/yr vs.
7.3 norm) even among most loyal.
Threats
• Mainstream cookie brands could enter the
‘health’ segment through R&D or
acquisition. Rumors that Pepperidge Farms
will launch in Q1.
• De-listing of our 2 weakest skus because of
POS thresholds, could weaken our in-store
presence.
• Legal Challenge to “tastes as good as your
favorite cookie”.
 How the best marketers think,
define, plan, execute and analyze
Winning

2 Strategic Strategic 3 Brand

Thinking Positioning
What your What your
FThinkBox consumers
want
brand does
best
1 Core Strength
Consumer
Measuring the brand love, to determine the
2

3 Competitor What your

love, power and profit progress of the brand competitor
4 Situation does best
Use the brand funnel to measure health

• Brand funnels become thicker as the brand

Brand
BrandPlan
Plan
becomes more loved. It’s not just about driving Brand Vision: First ‘healthy cookie’ to generate the craving, popularity and sales of a mainstream cookie. $100 Million brand by 2030.

Awareness particular numbers but about moving them from Analysis

P&L forecast
Strategy
Key Issues
Execution
Advertising

one stage to the next. Sales

Gross Margin
GM %
$30,385
$17,148
56%
1. What’s the priority choice for growth: find
new users or drive usage frequency among
loyalists?
Use awareness to drive trial of the new Grays.
Target “Proactive Preventers”. Suburban working
women, 35-40.Main Message of “great tasting
Marketing Budget $8,850 2. Where should the investment/resources cookie without the guilt, so you can stay in control

Familiar • Awareness is never enough. Anyone can get that. Contribution Margin
CM%
$6,949
23%
3.
focus and deployment be to drive our
awareness and share needs for Gray’s?
How will we defend Gray’s against the
of your health”. Media includes 15 second TV,
specialty health magazines, event signage, digital
and social media

Consideration is the point you start to see that your Drivers

•
•
Taste drives a conversion of Trial to Purchase
Strong Listings in Food Channels
proposed Q1 2014 ‘healthy cookie’ launches
from Pepperidge Farms and Nabisco? Sampling
Drive trial with In-store sampling at grocery,

brand idea starts to connect and move the • Exceptional brand health scores among Early Strategies Costco, health food stores and event sampling at

Consider Adopters. Highly Beloved Brand among niche. 1.

2.
Continue to attract new users to Gray’s
Focus investment on driving awareness and
fitness, yoga, women’s networking, new moms.

consumer. Inhibitors
•
•
Low familiar yet to turn our sales into loyalty
Awareness held back due to weak Advertising
trial with new consumers and building a
presence at retail.
Distribution
Support Q4 retail blitz with message focused on
holding shelf space during the competitive
3. Build defence plan against new entrants that
• Low distribution at specialty stores. Poor defends with consumers and at store level. launches. Q2 specialty blitz to grow distribution at

Purchase • To drive trial you need to gain consideration first coverage.

Risks
Goals
key specialty stores.
Innovation
• Increase penetration from 10% to 12%,
(the brain) and then you need to move the •

•
Launch of Mainstream cookie brands
(Pepperidge Farms and Nabisco).
De-listing 2 weakest skus weakened our in-
consumer towards purchase and through the store presence
specifically up from 15% to 20% with the core
target. Monitor usage frequency among the
Launch 2 new flavors in Q4/15 & Q4/16.
Explore diet claims.
most loyal to ensure it stays steady.
•
Competitive Attack Plan

Repeat
Increase awareness from 33% to 42%,
• Legal Challenge to tastes claims specifically up from 45% to 50% within the Pre-launch sales blitz to shore up all distribution
gaps. At launch, heavy merchandising, locking up
core target. Drive trial from 15% to 20%.
experience. Opportunities
•
•
R&D has 5 new flavors in development.
Sales Broker create gains at Specialty Stores •
Close distribution gaps from 62% to 72%.
Hold dollar share during competitive launch.
key ad dates, BOGO. TV, print, coupons, in-store
sampling. Use sales story that any new
Continue to grow 11% post launch gaining up “healthy” cookies should displace under-
• Social media to convert loyal following.

Loyal • To drive loyalty (the heart) you need to create to 1.2% share. Target zero losses at shelf. performing and declining unhealthy cookies.

experiences that deliver the promise and use tools beloved brands

1 Brand 4 Brand
to create an emotional bond with the consumer.

Beloved Brands
The playbook for how to build a
brand your consumers will love.
Analytics Creative Brief
Creative brief
Why are we advertising
Tempt consumers to try Gray’s Cookies because
they are the “best tasting yet guilt free pleasure.”

About our consumer About our brand

Plan
✓
✓
How to think strategically
Write a brand positioning statement
The playbook for how to create a Our target
“Proactive Preventers,” suburban working moms, 35-40,
who are willing to do whatever it takes to stay healthy.
They run, workout and eat right. For many, food can be a
Main message
With Gray’s Cookies, you can do what you want and stop
feeling guilty over-eating a damn cookie.
✓
✓
✓
Come up with a brand idea
Write a brand plan everyone can follow
Write an inspiring creative brief
brand your consumers will love stress-reliever and escape even for people who watch
what they eat.
Consumer’s enemy
Support points
Grays Cookies matched the market leaders on taste, but
only has 100 calories and 2g of carbs. In a 12-week study,
consumers using Gray’s once a night lost 5 lbs.
✓ Make decisions on marketing execution
✓
✓
Conduct a deep-dive business review
Learn finance 101 for marketers !1 Temptation and guilt when they cheat.
Consumer Insights
Once consumers cheat on their diet, it puts their whole
Brand Idea
Gray’s are the best tasting yet guilt-free pleasure so you
can stay in control of your health and mind.
willpower at risk. “Once I give in to a cookie, I can’t stop
Beloved Brands is available on Amazon and Apple Books myself. They taste too good. It puts my diet at risk of
Brand Assets
Story of our New England family recipe, our signature
collapsing. I feel so guilty.”
stack of beautiful cookies, and tagline “More Cookie.
What does our consumer think now? Less Guilt.”
While Gray’s Cookies have achieved a small growing base Tone we take with our consumers
of brand fans, most consumers remain unfamiliar with the A safe choice, honest and down-to-earth.
brand and have yet to try Gray’s. Those few who love
Gray’s, describe it as “equally good on health and taste.”
Our ask
What do we want consumers to do?
TRY Grays, and we know once they do, the great taste will Media Choices to explore
win them over. Main creative will be 30 sec TV ad, supported by event
signage and in-store display. Carry idea into digital, social
media and build a microsite

beloved brands

5 Marketing
Execution
@ beloved brands inc.
 Consumer
Marketing
Training

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so they produce better work

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