Brand Extension into New Category
Background: Nature’s Cure, an Acne Treatment company, struggled to transition into new categories.
Action: I identified the Yeast Infection segment as a good fit with the key equities of the brand, including its "inside-outside positioning," and its appeal for desperation categories. And, I recognized that the less cluttered and image-driven nature of the segment would work to a small company's advantage.
I developed the product and marketing strategy using consumer insights, and overcame various regulatory, operational and cost challenges through close supplier partnerships and mobilization of the Nature’s Cure team.
Results: The Nature’s Cure 2-Part Yeast Infection Treatment ranked #3 in dollar sales during a Walgreens test market. After national launch, the line came to account for almost 30% of the company’s sales in just over a year, and became a profitable addition to the business.
Action: I identified the Yeast Infection segment as a good fit with the key equities of the brand, including its "inside-outside positioning," and its appeal for desperation categories. And, I recognized that the less cluttered and image-driven nature of the segment would work to a small company's advantage.
I developed the product and marketing strategy using consumer insights, and overcame various regulatory, operational and cost challenges through close supplier partnerships and mobilization of the Nature’s Cure team.
Results: The Nature’s Cure 2-Part Yeast Infection Treatment ranked #3 in dollar sales during a Walgreens test market. After national launch, the line came to account for almost 30% of the company’s sales in just over a year, and became a profitable addition to the business.