The 60 best

analytical
questions
 Deep dive Business Review
• Marketplace: Start by looking at the overall category performance to gain a macro view of all
significant issues. Dig in on the factors impacting category growth, including economic indicators,
consumer behavior, technology changes, shopper trends, and political regulations. Also look at
what is happening in related categories, which could impact your category or replicate what you
may see next.
• Consumers: Analyze your consumer target to better understand the consumer’s underlying beliefs,
buying habits, growth trends, and critical insights. Use the brand funnel analysis and leaky bucket
analysis to uncover how they shop and how they make purchase decisions. You should understand
what they think when they buy or reject your brand at every stage of the consumer’s purchase
journey. Uncover consumer perceptions through tracking data, the voice of the consumer, and
market research.
• Channels: Assess the performance of all potential distribution channels and the performance of
every major retail customer. Understand their strategies, and how well your brand is using their
available tools and programs. Your brand must align with your retail customer strategies.
• Competitors: Dissect your closest competitors by looking at their performance indicators, brand
positioning, innovation pipeline, pricing strategies, distribution and the consumer’s perceptions of
these brands. To go even deeper, you can map out a strategic brand plan for significant competitors
to predict what they might do next. Use that knowledge within your own brand plan.
• Brand: Analyze your brand through the lens of consumers, customers, competitors, and
employees. Use brand funnel data, market research, marketing program tracking results, pricing
analysis, distribution gaps, and financial analysis. You should be managing your brand’s health and
wealth.
 Best marketplace questions
1. How is the category doing relative to the economy?
2. Look at the last five years and explain each of the ups and downs in the
category.
3. What is driving category growth? What is holding the category back? What are
the significant open opportunities you can use to your advantage? What are
the risks to the categories in the next few years?
4. What category segments are growing, declining or emerging?
5. What are the macro trends influencing or changing this category?
6. What is the role of innovation? How fast does it change? Which innovations are
transforming the category?
7. Which regional or geographic trends do you see?
8. Who holds the balance of power in the category: brands, suppliers, channels,
or consumers?
9. Look at other issues: Operations, inventory, mergers, technology, innovation,
investments, global trade.
[Link] is the overall value of the category? Any price changes? Major cost
changes?
 Best consumer questions
1. Who are your possible target consumer segments? Are they growing? How do you
measure them?
2. Who are the consumers most motivated by what you have to offer?
3. Who is your current target? How have you determined demographics, behavioral or
psychographic, geographic, and usage occasion? Generational trends?
4. How is your brand performing against KEY segments? Share, sales, panel or funnel
data, tracking scores? What about by channel or geography?
5. What drives consumer choice? What are the primary need states? How do these
consumer needs line up to your brand assets? Where can you win with consumers?
6. Map out the path to purchase and use brand funnels to assess your brand’s
performance in moving through each stage. Are consumers changing at stages? Are
you failing at stages?
7. What are the emerging consumer trends? How does your brand match up to
potentially exploit them? Where would your competitors win?
8. What are the consumer’s ideal brand experiences and unmet needs we can address?
9. What are the consumer’s emotional and functional need states? How does the brand
perform against them? How are you doing in tracking studies to meet these benefits?
[Link] is the consumer’s perceptions of your brand and your competitors? Voice of
the consumer.
 Best channel questions
1. How are each the channels performing? Are there regional differences by
channel? Channel shifts?
2. Are there new and emerging channels? Are there channels on the horizon, not
yet developed?
3. What are the strengths and weaknesses of each channel?
4. Do you understand the strategies of your retail customers?
5. Do you have the competencies to service your customers?
6. Who are the top 5 customers? What are their main strategies? How does our
brand fit into that plan?
7. Who are your primary and secondary customers? Have you segmented and
prioritized for growth versus opportunity? How large are they? What are their
growth rates?
8. How is each customer performing? How profitable is that customer?
9. How is your brand doing within each customer? What are your brand’s strength
and weaknesses?
[Link] is the relationship with the customer? Who is the category captain of your
key accounts and why?
 Best competitor questions
1. Who are your main competitors? How do they position themselves?
2. What are your competitor’s use of communication, new products, and go-to-market
strategy? How are they executing against each?
3. Describe your competitor’s operating model, culture, and organization structure.
4. What are your competitor’s strengths, weaknesses, opportunities, threats?
5. How is your competitor doing regarding market share, customer market shares,
investment, margins, innovation, culture, share of voice, or any regulatory advantage?
6. Map out the competitor’s brand plan: vision, goals, key issues, strategies, and tactics.
7. What is the culture at your competitor and what is the role culture plays in their
brand?
8. What is the investment stance and expected growth trajectory of your competitor’s
brand? How much and where do they invest? What are the marketing and
commercial focus? What is their ROI?
9. What are your competitor's brand strengths, brand assets, and reputation?
[Link] there any public materials about the competitor, including strategy and financial
results?
 Best brand questions
1. What consumer benefit can you win with, which is ownable, unique, and
motivating for consumers?
2. What is your biggest gain versus prior periods? What is your biggest gap?
3. What is your market share? Regionally? By channel? Where is your strength?
Where is your gap?
4. How are you performing on key brand tracking data? Penetration?
Frequency? Sales per buyer or per trip?
5. What are your brand’s scores on the brand funnel?
6. How is your program tracking data doing? Where could you improve?
7. How far can you “stretch” your brand into other opportunities?
8. What is your current operating model?
9. What is your culture? Do you have alignment with the brand story and your
employees?
[Link] is the innovation process and capability of the organization?
 Best finance questions
1. What is your brand’s compound annual growth rate (CAGR)? Explain the ups and
downs over the past five years.
2. What are your gross margins and contribution margins over last five years? Can you
break it out by product line? Is there more pressure from price or the cost of goods?
3. What is your brand’s marketing budget breakout? Variable direct costs versus indirect
fixed dollars? What is the break between media and creative production? Consumer
spend versus trade spend?
4. Have you completed any pricing elasticity studies? What did you learn about your
brand? If you did increase your price, what did you see in the marketplace?
5. How is your brand’s overall strategy impacting your brand’s profits? How do your
decisions on your brand’s core strength, consumer connection, competitive pressures,
and situation impact your financials?
6. How are your current brand/business performance metrics, brand’s market goals, and
financials linked?
7. Over the past five years, what are the programs that drive the highest and lowest ROI?
8. How does your business model impact your overall profit? What are you focusing on
right now?
9. What are your forecasting error rates? Is there a seasonality impact? How do economic
factors impact your brand’s financials? How reasonable are your inventory levels?
10. What financial pressures do you face on an annual or quarterly basis?
Laying out your Summary Analysis

GRAY’S
Cookies

Drivers Inhibitors
• Taste drives a high conversion of trial to • Awareness among mainstream target (20%) held
purchase (65% vs. norm of 50%). back due to weak advertising scores. Low
• Strong listings has driven strong distribution in attention scores and brand link scores.
food channels (95%) • Low distribution at specialty stores at only 16%.
• Exceptional brand health scores among early Poor sales coverage.
adopters (“Proactive Preventers”) making it a • Low purchase frequency (2.2 boxes/yr vs. 7.3
highly beloved brand among the niche. norm) even among most loyal early adopters.
Opportunities Threats
• R&D has 5 new flavors in development. Could • Mainstream cookie brands could enter the
launch Peanut Butter in Q4 of 2013 (top 15% in ‘health’ segment through R&D or acquisition.
test), Chocolate Chips in Q2 of 2014 (top 50%) Rumors that Pepperidge Farms will launch in Q1.
• Sales broker could specifically target specialty • De-listing of our 2 weakest skus because of POS
stores, which are in high growth (+15%/year) thresholds, could weaken our in-store presence.
• Explore social media to convert strong loyal • Legal Challenge to “tastes as good as your
following into more mainstream mass appeal favorite cookie”.
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June 2020

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BRAND
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This acknowledges that

Joseph A. Brady
Has successfully completed our Beyond the MBA certificate program on brand
strategy, brand positioning, brand plans, marketing execution and marketing analytics

Beyond
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Certificate Graham Robertson
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 Beyond Learn how the best brand leaders think,
the MBA define, plan, execute and analyze
Winning

1
Strategic 2
Positioning
What What your
Thinking consumers
want
brand
does best Statement

Dad’s wins on innovation and deep price What your

competitor
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(“Proactive does best
Preventers”) making it highly beloved among the niche.
love, power and profit progress of the brand
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90 Brand
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Marketing
Gray’s
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67.5 • Gray’s scores
Use the brand
among
is very healthy
funnel to
earlywith
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strong awareness
health
Dad’s
at 80% andbrand is the mature brand
all related Brand
Brand Vision: Be first ‘healthy cookie’ to generate craving, popularity and sales of a mainstream cookie. $100 Million by 2024.

Analysis Issues and Strategies Execution Plans

Funnel scores significantly above norm. However, that strength has not carried over to the
Preventers”)
45 making it highly beloved among
overall market, where Gray’s is significantly under-developed in the the
inoverallniche.
themarket.
“good for you” segment P&L forecast
• Sales $30,385
Key Issues
[Link]’s the priority choice for growth: find
Advertising
• Use awareness to drive trial of the new
Dad’s • Gross Margin $17,148 new users or drive usage frequency among Grays. Target “Proactive Preventers”.
22.5 • Brand funnels become thicker as the brand
becomes more loved. It’s notstrong
just about driving
holding on average a 25% • GM %
• Marketing Budget
• Contribution Margin
56%
$8,850
$6,949
loyalists?
[Link] should the investment/resources
focus and deployment be to drive our
Suburban working women, [Link]
Message of “great tasting cookie without the
guilt, so you can stay in control of your
• 0Gray’s is very healthy among “Preventers” Brand
with Funnel Scores
awareness Preventers [Link]
at 80% and Overall
related Brand • CM% 23% awareness and share needs for Gray’s? health”. Media includes 15 second TV,
Awareness Funnel particular numbers
2018 scores significantly
2019 above norm. butHowever,
2020
about moving themhas
that strength
2021
from share over the past 10 years.
not carried over to the
Drivers
• Taste drives a high conversion of Trial to
Purchase
[Link] will we defend Gray’s against the
proposed Q1 2014 ‘healthy cookie’
launches from Pepperidge Farms and
specialty health magazines, event signage,
digital and social media
Sampling
one stage to the next.
overall market, where Gray’s is significantly under-developed in the overall market. • Strong Listings in Food Channels Nabisco? • Drive trial with In-store sampling at grocery,
• Exceptional brand health scores among Strategies Costco, health food stores and event

Familiar • Awareness is never enough. Anyone can get that. • Dad’s scores low on taste Early Adopters. Highly Beloved Brand
among niche.
Inhibitors
[Link] to attract new users to Gray’s
[Link] investment on driving awareness
and trial with new consumers and building
sampling at fitness, yoga, women’s
networking, new moms.
Distribution
Consideration
Average isFunnel
Price
Brand the
perpoint you
unit
Scores start to see
Preventers that your
vs. Overall
brand idea starts to connect and move the quality, but higher on innovation • Low familiar yet to turn our sales into loyalty
• Awareness held back due to weak
Advertising
a presence at retail.
[Link] defence plan against new entrants to
defends with consumers and at store level.
• Support Q4 retail blitz with message
focused on holding shelf space during the
competitive launches. Q2 specialty blitz to
Consider 5.49 • Low distribution at specialty stores. Poor Goals grow distribution at key specialty stores.
6 4.97
consumer.
5.29 5.39 than Gray’s, launching 2 new coverage.
• Low Purchase Frequency among most
loyal.
• Increase penetration from 10% to 12%,
specifically up from 15% to 20% with the
core target. Monitor usage frequency
Innovation
• Launch two new flavours in Q4/15 & Q4/16.
Explore diet claims, motivating and own-
Purchase 5 • To drive trial
3.99 3.77you need3.61
to gain consideration first
3.19the
(the brain) and then you need to move flavors each year. Risks
• Launch of Mainstream cookie brands
(Pepperidge Farms and Nabisco).
among the most loyal to ensure it stays
steady.
• Increase awareness from 33% to 42%,
able.
Competitive Defence Plan
• Pre Launch sales blitz to shore up all
• De-listing 2 weakest skus weakened our in- specifically up from 45% to 50% within the distribution gaps. At launch, heavy
3 consumer towards purchase and through the store presence core target. Drive trial from 15% to 20%. merchandising, locking up key ad dates,
Repeat • Legal challenge to taste claims Close distribution from 62% to 72%. BOGO. TV, print, coupons, in-store

2 experience.
80 • Dad’s fought \ declining share Opportunities
• R&D has 5 new flavors in development.
• Hold dollar share during competitive
launches. Grow 11% post launch gaining up
sampling.
• Use sales story that any new “healthy”

Loyal Explore
• To drive loyalty ways
(the to you
heart) leverage
need toLove from Preventers, as early
create
• Sales Broker gains at Specialty Stores to 1.2% share. Target zero losses at shelf. cookies should displace under-performing

0 experiences thatadopters,
60
deliver theto influence
promise the tools
and use rest of the market. with a “buy one get one free” • Use social media to convert loyal following. and declining unhealthy cookies.

5 Analyze
2018to create
2019 2020 2021

3 Brand
40an emotional bond with the consumer.
Preventers that we decidedNorm
Overall not to match
80
GRAY’S Gray’s
Explore ways Dad’s
20 to leverage Love from Preventers, as early Business
Cookies Review

Performance adopters, to influence the rest of the market.

Plans
60

Beloved Brands 0
The playbook for how to build a
40 Awareness Preventers Overall Norm
Gray’s needs to step up on innovation to use
brand your consumers will love.

✓
✓
How to think strategically
Write a brand positioning statement
The playbook for how to create a
GRAY’S brand your consumers will love Business
✓ Come up with a brand idea
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✓ Make decisions on marketing execution
✓ Conduct a deep-dive business review
Cookies !1 Review
superior quality to gain share against Dad’s.
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Beloved Brands is available on Amazon and Apple Books 0

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4
Marketing
Execution
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 1 1 with
target profile insights,
target profile with insights, 22
enemies and buying patterns. Emotional benefits
enemies and buying patterns. Emotional benefits
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Guilt free pleasure with Gray’s Cookies
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Purpose: We want to help people re-discover the lost secret that the most amazing tasting food is made of natural ingredients.
Brand Vision: Be first ‘healthy cookie’ to generate craving, popularity and sales of a mainstream cookie. $100 Million by 2024.

Analysis Issues and Strategies Execution Plans

Cultural Consumer
Cookies
2 Gray’s is • The healthy cookie option
Brand
Aware
• Do you feel guilty when you stick your hand in the
Values: Consumer first, great taste, healthy, natural ingredients, fast-to-market, family owned. P&L forecast
• Sales $30,385
Key Issues
[Link]’s the priority choice for growth: find
Advertising
• Use awareness to drive trial of the new

inspiration Reputation Brand Idea: Grays are the best tasting yet guilt free pleasure so you can stay in control • Gross Margin $17,148 new users or drive usage frequency among Grays. Target “Proactive Preventers”.
(Category)
Idea Brand Fan Consider
cookie jar? Wouldn’t it be great if you could just sneak a Promise Brand Story Innovation Purchase Moment Experience
• GM %
• Marketing Budget
56%
$8,850
loyalists?
[Link] should the investment/resources
The playbook for how to create
Suburban working women, [Link]
Message of “great tasting cookie without the
cookie without worry that you have gone off your diet? Take control of your Real life stories that We never sacrifice Interrupt purchase We hope your • Contribution Margin $6,949 focus and deployment be to drive our guilt, so you can stay in control of your
brand your consumers will lov
Brand
• CM% 23% awareness and share needs for Gray’s? health”. Media includes 15 second TV,
• Gray’s Cookies are the best tasting yet guilt free weight by replacing show women living on taste, you won’t routine to set up weight loss results Drivers [Link] will we defend Gray’s against the specialty health magazines, event signage,
Summarize your
Consumer
your favorite snack “All the pleasure, but have to sacrifice Grays as the better empowers you to • Taste drives a high conversion of Trial to proposed Q1 2014 ‘healthy cookie’ digital and social media
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3 Loyal Search
• That’s because Gray’s is low in fat and calories, yet still
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• Strong Listings in Food Channels
launches from Pepperidge Farms and
Nabisco?
Sampling
• Drive trial with In-store sampling at grocery,

winning positioning in control of your health • Exceptional brand health scores among Strategies Costco, health food stores and event

Journey
(Benefit) tastes great. In blind taste tests, Gray’s cookies
Goals: $100 Million brand by 2020, become a mainstream brand, increase usage, longer term penetration gains.
Early Adopters. Highly Beloved Brand [Link] to attract new users to Gray’s sampling at fitness, yoga, women’s
Brand Consumer Issues: 1. How do we tighten the bond with our most loyal brand lovers? among niche. [Link] investment on driving awareness networking, new moms.

statement in a space Promise Experience matched the market leaders on taste, but has only 100 2. How do we balance driving penetration and usage frequency? Inhibitors
• Low familiar yet to turn our sales into loyalty
and trial with new consumers and building
a presence at retail.
Distribution
• Support Q4 retail blitz with message
3. How will we defend Gray’s leadership position in the Healthy Cookie segment?
calories, with 2g of fat and 3g of sugar. In a 12 week • Awareness held back due to weak [Link] defence plan against new entrants to focused on holding shelf space during the
Brand • In blind tastePurchase
tests, Gray’s matched Repeat Buy
4. How do we leverage “guilt free” idea across new food categories Advertising defends with consumers and at store level. competitive launches. Q2 specialty blitz to

ers and drive growth

that is unique, Story
That’s Innovation
the leaders onMoment
taste, but has only
study, consumers using Gray’s once a night as a
dessert lost 10 pounds. Strategies Build community of Become alternative to Leader of healthy Explore entering new
• Low distribution at specialty stores. Poor
coverage.
Goals
• Increase penetration from 10% to 12%,
grow distribution at key specialty stores.
Innovation

Products
ownable motivating to Influencer 4 Brand Lovers mainstream cookies cookie segment food categories • Low Purchase Frequency among most specifically up from 15% to 20% with the • Launch two new flavours in Q4/15 & Q4/16.
Ideas loyal. core target. Monitor usage frequency Explore diet claims, motivating and own-

because
Packaging 100 calories and 3g of Culture
net carbs.
and Satisfied Risks among the most loyal to ensure it stays able.

& Services consumers Reputation

• Launch of Mainstream cookie brands steady. Competitive Defence Plan

More Cookie. Less guilt. Logo/Slogan

(Support Points) Operationsusing
• In a 12-week study, consumers Try Gray’s Cookies and find GRAY’S Tactics
• Social Media to connect
brand lovers
• Drive penetration using
advertising & nutritionist PR
• Dominate every store shelf • Build “guilt free” idea
• Attack competitive entries • Innovation focused on
(Pepperidge Farms and Nabisco).
• De-listing 2 weakest skus weakened our in-
• Increase awareness from 33% to 42%,
specifically up from 45% to 50% within the
• Pre Launch sales blitz to shore up all
distribution gaps. At launch, heavy

Cookies
store presence core target. Drive trial from 15% to 20%. merchandising, locking up key ad dates,
your way to stay healthy
Measuring the brand love, to d
• Surprise and delight • Continue to attract new • Leverage influence of new segments
Sales as a dessert
Advertising Gray’s once a night • Legal challenge to taste claims Close distribution from 62% to 72%. BOGO. TV, print, coupons, in-store

Brand Role program to most loyal users to Gray’s brand lovers • Early trial with brand Opportunities • Hold dollar share during competitive sampling.
and Media Product and Retail • Geographic expansion • New flavor launches lovers • R&D has 5 new flavors in development. launches. Grow 11% post launch gaining up • Use sales story that any new “healthy”

were able to lose 5-10 lbs.

Development
• Sales Broker gains at Specialty Stores
• Use social media to convert loyal following.
to 1.2% share. Target zero losses at shelf. cookies should displace under-performing
and declining unhealthy cookies.

using Align execution to focus on Beloved Brands

The playbook for how to build a 3 love, power and profit progres
ently 2 moving consumers through brand your consumers will love.

✓ How to think strategically The playbook for how to create a

stages of the consumer journey.
✓ Write a brand positioning statement
Use the brand fu
Consumer Journey Innovation
4 Process Creative
Brief toBrief
Use a Creative
Creative Decisions
brand your consumers will love
Brand Health
✓ Come up with a brand idea
✓ Write a brand plan everyone can follow
✓ Write an inspiring creative brief
✓ Make decisions on marketing execution
focus
Plan your productThe
innovation
✓ Conduct a deep-dive business review
✓ Learn finance 101 for marketers
The playbook for how to create a • Brand funnels becom
playbook for how to create a creative advertising

Attention
Beloved Brands is available on Amazon and Apple Books brand your consumers will love becomes more love
Aware Influence purchase brand your consumers will love and media Awareness particular numbers b
New ideas Build pipeline Launch plan
and moment through retail decisions on your one stage to the nex
Fan Consider 1
channels, 4
e-commerce, 7
positioning and Familiar • Awareness is neve

Brand Link
Identify consumer Build out concept Name, packaging,

Consumer
need states direct selling, optionscustomer
to test production details
brand strategy. Brand Consideration is the
service,
Bring allpackaging, and
the work together to 8 create a
brand idea starts to
nsumer
Loyal
Journey
Search 2

winning
Test best
5

brand
merchandising.
Investment,positioning
Go to statement
Build marketing Funnel Consider
consumer.

Communication
Generate ideas
perience
ideas sourcing, timing market support
To
• Healthy proactive preventers who analysis Purchase • To drive trial you ne
1 want to do more for their health,
(the brain) and then
Repeat Buy 3
Assess
GRAY’S
6
Cookies Approve
(Target)
working moms,9 35-40 years old.
Handoptionover
to the consumer towards p
opportunities
2 Gray’s is
execution plans
(Category)
• The healthy cookie
launch team Repeat

Stickiness
experience.
lture and Satisfied 3 That is the
(Benefit)
• Guilt-free cookie to help you stay
in control of your health
Loyal • To drive loyalty (the
perations • In blind taste tests, Gray’s matched
That’s the leaders on taste, but has only experiences that de
Plan yourGoing
Product Innovation
4
Beloved Brands because 100 calories and 3g of net carbs.
The playbook for how to build a
brand your consumers will love.
More Cookie. Less guilt. (Support Points) • In a 12-week study, consumers using
Theonceplaybook
a night as for how to create a
to create an emotion
✓ How to think strategically
✓ Write a brand positioning statement
✓ Come up with a brand idea
✓ Write a brand plan everyone can follow
✓ Write an inspiring creative brief
Gray’s
were brand your
able to lose too fast sometimes takes too long. With the explosion of media options,
5-10
a dessert
consumers
lbs. will love
timing is everything. Unfortunately, there are too many “phone call briefs”
✓ Make decisions on marketing execution
✓ Conduct a deep-dive business review
✓ Learn finance 101 for marketers 1
Beloved Brands is available on Amazon and Apple Books

Identify new Build innovation

happening. Or worse, no brief at Go-to-market
all. Next time, use our mini brief format
opportunities pipeline launch plan
3 5 1
The playbook for how to create a
brand your consumers will love 4 7
Beloved Brands
The playbook for how to build a
brand your consumers will love.

Observations to identify Backend plan includes ✓ How to think strategically

Build out potential concept ✓ Write a brand positioning statement

trends and new consumer final naming, logos, ✓ Come up with a brand idea
to test breakthrough, own- ✓ Write a brand plan everyone can follow
 Beyond We provide exercise workbooks to support
the MBA your learning through each session

We use workbooks that allow participants to work towards completing each of the
tools throughout the program. At the end of each session, we provide homework.
 Beyond You will gain access to our best-in-class
the MBA brand planning PowerPoint templates

Brand Plans Business Review Brand Positioning

Brand Plan GRAY’S Brand Positioning Statement
Cookies BUSINESS REVIEW SUMMARY
Brand Vision: Clearly state your brand’s long-term vision statement

Analysis Strategy Execution

P&L forecast Key Issues Advertising Themes from each section
Sales $30,385 1. What’s the priority choice for growth: find Use awareness to drive trial of the new Grays.
Gross Margin $17,148 new users or drive usage frequency among Target “Proactive Preventers”. Suburban working • Market: As eating habits are changing the Healthy proactive preventers who want to do
GM % 56% loyalists? women, [Link] Message of “great tasting 1
To
Marketing Budget $8,850 2. Where should the investment/resources cookie without the guilt, so you can stay in control
cookie category is shrinking, while the (Target) more for their health, working moms, 35-40
Contribution Margin $6,949 focus and deployment be to drive our of your health”. Media includes 15 second TV, good-for-you segment thrives. years old.
CM% 23% awareness and share needs for Gray’s? specialty health magazines, event signage, digital Brand Challenge
Drivers
3. How will we defend Gray’s against the and social media
• Consumer: New consumers attracted to 2 Gray’s is The healthy cookie option
GRAY’S
proposed Q1 2014 ‘healthy cookie’ launches
• Taste drives a high conversion of Trial to from Pepperidge Farms and Nabisco? Sampling Gray’s “guilt free” positioning, but the great It is time to transition Gray’s from a
Purchase Drive trial with In-store sampling at grocery, (Category)
• Strong Listings in Food Channels Strategies Costco, health food stores and event sampling at taste drives loyalty product-led brand into an idea-led
Cookies
GRAY’S
• Exceptional brand health scores among Early 1. Continue to attract new users to Gray’s fitness, yoga, women’s networking, new moms. brand to connect with consumers
Adopters. Highly Beloved Brand among niche. 2. Focus investment on driving awareness and
trial with new consumers and building a Distribution • Channels: Gray’s needs to close by owning the idea of “guilt free” 3 That is the Guilt-free cookie to help you stay in control
Inhibitors Support Q4 retail blitz with message focused on distribution gaps, but must maintain of your health
presence at retail. snacking, rather than just selling a (Benefit)
•
•
Low familiar yet to turn our sales into loyalty
Awareness held back due to weak Advertising
3. Build defence plan against new entrants that
defends with consumers and at store level.
holding shelf space during the competitive
launches. Q2 specialty blitz to grow distribution at advertising investment to drive trial. great tasting cookie. Gray’s needs Cookies
• Low distribution at specialty stores. Poor key specialty stores.
to begin to dominate and lead the
coverage. Goals
Innovation • Competitors: Gray’s has an opportunity • In blind taste tests, Gray’s matched the
• Increase penetration from 10% to 12%, “good for you” cookie segment.
Risks specifically up from 15% to 20% with the core Launch 2 new flavors in Q4/15 & Q4/16. to dominate the “good for you” segment That’s leaders on taste, but has only 100 calories
• Launch of Mainstream cookie brands target. Monitor usage frequency among the Explore diet claims.
(Pepperidge Farms and Nabisco). before traditional brands enter segment. 4 and 3g of net carbs.
most loyal to ensure it stays steady.
Competitive Attack Plan because
• De-listing 2 weakest skus weakened our in-
store presence
• Increase awareness from 33% to 42%,
specifically up from 45% to 50% within the Pre Launch sales blitz to shore up all distribution • Brand: Gray’s growth due to taste quality, (Support Points) Consumer Target Profile
• In a 12-week study, consumers using Gray’s
• Legal Challenge to tastes claims
Opportunities
core target. Drive trial from 15% to 20%.
Focus for sales is to close distribution gaps
going from 62% to 72%.
gaps. At launch, heavy merchandising, locking up
key ad dates, BOGO. TV, print, coupons, in-store
sampling.
but new “guilt free” positioning will connect
deeper and fuel new demand. CONSUMERS Brand Book once a night as a dessert were able to lose 5-
10 lbs.
• R&D has 5 new flavors in development. Use sales story that any new “healthy”
• Sales Broker create gains at Specialty Stores • Hold dollar share during competitive launch.
cookies should displace under-performing
Target Pro-Active Preventer Cookie Lovers
• Explore social media to convert loyal
following.
Continue to grow 11% post launch gaining up
to 1.2% share. Target zero losses at shelf. Business Review Summary
and declining unhealthy cookies. Gray’s
1. Gray’s taste
taste drives
Exceptional drives
a high
scores aearly
high
amongconversion conversion
of(“Proactive
Adopters of trial
trial to purchase to Target Suburban working women, 35-40, who are willing to do whatever it takes to stay healthy. They
Description run, workout and eat right. For many, food can be a bit of a stress-reliever and escape.
purchase
(65%Preventers”)
versus a norm (65%
making versus
ofit 50%).
highly a norm
beloved among of 50%).
the niche.
Their needs Great tasting food, satisfy craving, healthy choices, maintain weight.
Drivers Inhibitors • Gray’s is very
Exceptional scores
70 65healthy
amongamong “Preventers” with strong awareness at 80% and all related Brand
early Adopters (“Proactive Their enemy Guilt, failure, out of control diet, temptation.
Funnel scores significantly above norm. However, that strength has not carried over to the
• Taste drives a high conversion of trial to purchase • Awareness among mainstream target (20%) held Preventers”) making
overall
52.5 it highly
market, where 50
beloved
Gray’s is significantly among inthe
under-developed niche.
the overall market.
(65% vs. norm of 50%). back due to weak advertising scores. Low 35
38
• Gray’s has a very high Insights that
tell their story
• “I have tremendous will-power. I work out 3x a week, watch what I eat to maintain my figure.
But we all have weaknesses and cookies are mine. I wish they were less bad for you.”
• Strong listings has driven strong distribution in attention scores and brand link scores. Brand Funnel Scores Preventers vs. Overall
• among “Preventers” with strong awareness at 80% and allconversion
Gray’s is very healthy17.5 related Brand to purchase • “I read labels of everything I eat. I stick to 1500 calories per day, and will find my own ways
food channels (95%) • Low distribution at specialty stores at only 16%. Funnel scores significantly above norm. However, that strength has not carried over to the
to achieve that balance.”
• Exceptional brand health scores among early Poor sales coverage. overall market, where Gray’s
0 beating the norm (65% to 50%)
is significantly under-developed in the overall market.
adopters (“Proactive Preventers”) making it a • Low purchase frequency (2.2 boxes/yr vs. 7.3 • Gray’s has a very high conversion What do they I have only recently heard of Gray’s Cookies. I’ve tried them a few times and did like them. I
highly beloved brand among the niche. norm) even among most loyal.
Conversion % to purchase higher than Dad’s
Brand Funnel Scores Preventers vs. Overall to purchase beating the norm think now? wouldn’t say I use them all the time.
40 (65% to 50%) higher than Dad’s
Opportunities Risks 40 How are they Most have been influenced by friends who have tried. Those who are buying, still do so less
30
22
25 • Gray’s taste drives high repeat %, buying? frequently than their normal favorite cookies. The household has yet to adopt the product. The
• R&D has 5 new flavors in development. Could • Mainstream cookie brands could enter the ‘health’
launch Peanut Butter in Q4 of 2013 (top 15% in segment through R&D or acquisition. Rumors
20
• Gray’s tastenorm
beating drives
40% high
to 25%.repeat
mom uses it when she’s trying to diet.
10 We want • See: Get noticed so consumers are aware of Gray’s, see it on shelf, see actual product.
test), Chocolate Chips in Q2 of 2014 (top 50%) that Pepperidge Farms will launch in Q1. 80
%, beating norm 40% to 25%.
Explore ways to leverage Love from Preventers, as early them to • Think: Gray’s might be a healthy alternative to my favorite cookies.
• Sales broker could specifically target specialty • De-listing of our 2 weakest skus because of POS 0
60
adopters, to influence the rest of the market. think/feel/do • Do: Try Grays to see if they like the great taste.
stores, which are in high growth (+15%/year) thresholds, could weaken our in-store presence. % repeat purchase • Feel: Feel more in control with Gray’s as part of their routine, and feel less guilt.
• Use social media to convert strong loyal following • Legal Challenge to “tastes as good as your 40 Preventers Overall Norm
into mainstream mass appeal favorite cookie”. 80 • Whisper: Tell their friends they love Gray’s, and share the success they are having.
GRAY’S
Explore Gray’s
ways Dad’s
to leverage Love
20 Normas early
from Preventers, Business
60Cookies
adopters, to influence the rest of the market. Review

Gray’s winning brand concept

0

CHANNELS 40 Preventers
Awareness Overall Norm
GRAY’S Continue
Continue
Cookies
to look attodriving
look trial,
20 at driving trial,
becauseBusiness because
the great
Review
the
taste drives Brand Concept layout
Key Issues and Strategies 3. Weak coop/display for Gray’s is directly linked to our
great tastehigh
lower
Awareness
conversion
drives 0
to purchase. to purchase.
high conversion
trade
Weakterms being offered. for Gray’s is directly linked
coop/display
to our lower trade terms being offered.
Guilt
The free
guilt pleasure
free pleasure with Gray’sCookies
with Gray’s Cookies
Key Issues Strategies • Gray’s is not getting fair
share of co-op (0.89 index to •DoDoyouyou
feelfeel
guiltyguilty when
when you stickyou
yourstick
hand your
in the hand
cookie in the cookie
Merchandising performance • Gray’s is not
share) and getting
display (0.93 fair jar?Wouldn’t
jar? Wouldn’t it be ifgreat
it be great if you
you could justcould
sneak ajust sneak a cookie
cookie
share ofshare).
co-op (0.89 index to without worry that you have gone off your diet?
1. What’s the priority for growth: driving new 1. Drive trial by advertising Gray’s “stay in $ Share of Share of Co-op Display
index to without worry that you have gone off your diet?
Brands share) and display (0.93
users or driving frequency among current control” positioning Share Co-op Display FSI FSI • Buyers have commented that •Gray’s
Gray’s Cookies
Cookies are arethe thebestbest tasting
tastingyet yet
guilt free pleasure
users? index to share).
our terms at 8% are not as
Gray’s 24.7 21.9 22.9 89 93
• Buyers
strong as have commented
competitors, who that so you
guilt can
free stay in control
pleasure so youofcan your health.
stay in
Dad’s 21.9 20.7 20.7 94 95 offer
our 15% coop
terms at 8%dollars.
are not as control of your health.
2. How do we fix the distribution gaps to add to 2. Fix Gray’s distribution gaps with a sales force • That’s because Gray’s is low in fat and calories, yet still
Gray’s momentum? blitz at mass and drug Stan’s 14.8 14.8 13.6 100 92 • strong
Devon’sas competitors,
is highly over- who tastes
That’s [Link]’s
because In blind
is lowtaste
in fattests, Gray’s yet
and calories, cookies
still matched the
offer 15%
indexed andcoop dollars.
competitive
Devon 13.5 16.6 17.8 123 132 market
tastes leaders
great. In blindon
tastetaste,
tests,but hascookies
Gray’s only 100 calories, with 2g
matched
intelligence
• Devon’s is shows
highlythat they
over- the
have been offering 20%. ofmarket
fat and leaders
3g ofonsugar.
taste, but
In ahas only 100 calories,
12-week with
study, consumers using
indexed and competitive 2g of fat and 3g of sugar. In a 12-week study, consumers
3. How will we defend Gray’s against the 3. Attack Nabisco’s ‘healthy’ credibility by having Gray’s once a anight
night as
as aa dessert
dessertlost
lost
10 10 pounds.
proposed Q1 2020 ‘healthy cookie’ launch 60% higher calories intelligence shows that they COMPETITORS using Gray’s once pounds.
from Nabisco? Creative brief
Vision 3. Major Major
have been offering 20%.
risk
risk if the if the
major major
cookie cookie
brands brands
launch launch healthy
healthy
TryTryGray’s Cookies andand
find find
GRAY’S
Gray’s Cookies
GRAY’S
Why are we advertising

• To be the first ‘healthy cookie’ to generate the craving, popularity and sales of a mainstream Achieve
Achieve better
better in-store in-store merchandising
merchandising versions
versions
while maintaining that that
while
strong are near-match
are near-match tastecurrent
taste versus versusbrands.
current brands. GRAY’S Tempt consumers to try Gray’s Cookies because Cookies
cookie. Make Gray’s a $100 Million brand by 2030. advertising budgets. your way
your way toto
stay healthy
stay healthy CookiesCookies
they are the “best tasting yet guilt free pleasure.”
maintaining strong advertising budgets.
• Major brands entering healthy snacks— About our consumer About our brand
Purpose • Major brands entering healthy snacks—with
with Lays Potato Chips and Hershey—
Lays Potato Chips and Hershey—doing a very Our target Main message
doing a replicating
very good job inversion
replicating
of the a
• At Gray’s, our purpose is to give people the cookie they will never feel guilty about eating. We
know healthy can taste great.
good job in
healthier
master
a healthier
[Link] of the master brand.
“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
Brand Book
With Gray’s Cookies, you can do what you want and stop
feeling guilty over eating a damn cookie.

• • These
These power brandsbrands
power are beginning
are to dominate to
beginning
Brand Book
stress-reliever and escape even for people who watch
what they eat.
Support points
Grays Cookies matched the market leaders on taste, but
only has 100 calories and 2g of carbs. In a 12-week study,
Goals their sub categories
dominate theirpushing
pop type brands.
out the mom-n-
sub categories pushing out Consumer’s enemy consumers using Gray’s once a night lost 5 lbs.
the mom-n-pop type brands. Temptation and guilt when they cheat.
Brand Idea
• The most successful major brand entry into the Consumer Insights Gray’s are the best tasting yet guilt-free pleasure so you
Goal Year Year Comments
• “good
The formost successful
you” cookies major
came from brand entry
the 100 Once consumers cheat on their diet, it puts their whole
willpower at risk. “Once I give in to a cookie, I can’t stop
can stay in control of your health and mind.
Sales $27.5M $30.38M 11% growth rate Brand Assets
into the
calorie “good
packs, for you”
which were clearlycookies
a sacrifice came
on from myself. They taste too good. It puts my diet at risk of
Story of our New England family recipe, our signature
size collapsing. I feel so guilty.”
Share 0.8% 1.2% New triple chocolate 0.5% share theand
100taste profile. packs, which were clearly
calorie stack of beautiful cookies, and tagline “More Cookie.
Distribution 62% 72% Increase coming mainly from fixing specialty. a sacrifice on size and taste profile. What does our consumer think now? Less Guilt.”
While Gray’s Cookies have achieved a small growing base
Awareness 33% 42% Below norm, 80% among niche, 42% overall of brand fans, most consumers remain unfamiliar with the
Penetration % 10% 12% Brand promise & sampling helps drive trial.
brand and have yet to try Gray’s. Those few who love Our ask
Gray’s, describe it as “equally good on health and taste.”
Repeat % 4% 5% High quality taste converts high repeat Build
Build solid connection
solid connection to loyal
to loyal consumers consumers
before big brands before What do we want consumers to do?
TRY Grays, and we know once they do, the great taste will
Media Choices to explore
Main creative will be 30 sec TV ad, supported by event
big brands
enter theenter the
good for yougood for you segment.
segment. win them over. signage and in-store display. Carry idea into digital, social
media and build a microsite
Tone we take with our consumers
A safe choice, honest and down-to-earth.
 Beyond
the MBA Meet Graham Robertson

In his marketing career, Graham led some of the world's

most beloved brands at Coke, General Mills, Pfizer, and
Johnson & Johnson, rising up to VP Marketing. He has won
numerous awards, including Marketing Magazine's "Marketer
of the Year," BusinessWeek's best new product award, and
four Effie advertising awards.

As the founder of Beloved Brands Inc, a boutique brand

consulting firm, Graham has been a trusted brand advisor to
many of the greatest brands around the world, including the
NFL Players Association, Shell, Reebok, Slack, Acura, The Graham Robertson
Mayo Clinic, Miller beer, National Geographic, and Pfizer. Founder and instructor
of Beyond the MBA

His bestselling book, Beloved Brands, is the playbook for how to build a brand that
consumers will love. His book is a ‘how-to’ book for any marketer who has to get things
done, and set their brand up to win in the market. Every participant in our brand
management program will get a copy of the book to follow along throughout the course.
Coming
June 2020

Beyond
the MBA
Our purpose is to prepare you for success
in your brand management career

graham@[Link] [Link]