LATIN AMERICA & THE CRIIBEAN (LAC) MARKT PENETRATION & POSITIONING

Brand

Project Summary

Campbells & V8

Campbell’s Sales Company (Makers of V8 Splash, Prego, Campbell’s Soups & Goldfish) was the largest FMCG brand within North America & sought to achieve that position across the entire Latin America & the Caribbean (LAC).  The company was retained to increase & / or retain market dominance for its brands across the identified markets.

What was Done

We conceptualized, developed & led the market penetration strategy in the identified markets. The team, conducted market research to establish taste profiles, price points & positioning across markets. 

What was Done

Brand positioning

Taste profile development

Product customization

Pricing model design

Distributors identification, standards & negotiations

Recognizing specific subcultures & crafting of specific strategies

Description of Outcomes / results achieved & lessons                             

Results

Attracted some 110 new outlets

Set up 30 distributors & sub-distributors

Achieved # 2 position in energy drinks

Achieved # 1 position in drinks, foods & snacks markets

Overshot outlined targets for V8 Splash & Gold fish brands

Learning

Taste profiles & consumer behaviours change across markets

Brand dominance & resonance of key importance for realization of sales targets

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