: : Case Studies

Real World has put together some case studies of past projects with clients. These illustrate a company's marketing and sales issues and our solutions.

- Brand Strategy
- New Product Development idea development
- Product Optimisation
- Category Strategy
- Channel Strategy

2005 studies

• Brand Strategy - Hormel

  

  • Hormel needed a clear strategy to focus investment for Spam
  • Real World led development of clear brand positioning strategy
  • Working with existing agencies
  • Focussed use of qual and quant research

  Result: Single minded brand proposition

  

  
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• Category Strategy - Northern Foods and Marks And Spencer

  

  • Northern were frustrated that NPS in M&S has no clear strategy leading to wasted resource
  • Real World facilitated project with three category suppliers to develop a clear strategy for pot desserts
  • Led strategy workshops and brainstorming
  • Wrote and agreed final category plan

  Results: A category plan that all suppliers 'bought into' based on consumer insight that focussed ongoing NPD work

  

  
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• New Product Development - Fox's Biscuits

  

  • "Healthier" has been a key growth segment in biscuits
  • Fox's lacked an answer to "Go Ahead" from McVities
  • Real World developed a range of positioning ideas
  • Used qualitative research to focus company strategy on a route with high potential for the Fox's brand

  Result: A clear innovation strategy

  

  
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• Category Strategy - Matthew Walker

  

  • Matthew Walker are the number 1 manufacturer of Xmas puddings
  • They sought to "up their game" to break out of a profitable but static market niche
  • Real World created a bespoke training workshop for their entire team, including case studies and role plays
  • Developed fresh thinking and more innovative category approach

  Result: "Our challenge is to add value to customers' categories whilst, like many smaller suppliers, not being the overall Category Captain. Real World helped us clarify our strategy and successfully coached the commercial team in pragmatic use of category principles helping change the way we work with the top 5 multiples" Kirk Connor, Commercial Director

  

  
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• Brand Strategy - TESCO and Le Pain Croustillant

  

  • Le Pain Croustillant needed to "add value" to in store bakery
  • To shoppers, French bread was becoming a commodity
  • We built a new brand idea that would win consumer interest in a higher priced baguette
  • And proved it could outperform Tesco own label

  Result: Tesco buy in to an added value strategy

  

  
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• Product Optimisation - Elkes Biscuits

  

  • Elkes are a leading manufacturer of everyday retailer brand biscuits
  • They sought to add greater value to their product range
  • Real World helped develop a number of options
  • Identified child lunch box ideas as a key opportunity segment

  Result: Simpsons biscuits outsell Penguin in ASDA

  

  
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