Case Study:
Complete Makeover – Tasty Edition
Client Overview:
A specialty meat producer, recognized for its health-conscious products, traditionally sold its goods through national and regional grocery stores and via its own website. However, stagnant sales trends necessitated a strategic pivot, especially considering changing consumer behaviors during the COVID-19 pandemic, which saw a significant shift towards e-commerce.
Challenges:
The brand faced the challenge of transitioning into the e-commerce space without the experience or infrastructure to effectively compete on major platforms like Amazon and Walmart. The need was to identify a strategy that balanced investment with returns, particularly given the low margin nature of selling individual $7 packages of meat.
Objectives
The primary objectives set for this strategic consulting project were:
Market Research: To deeply understand the e-commerce landscape for grocery and specialty meat products.
Platform Optimization: To establish and optimize online selling accounts on major marketplaces.
Cost Management: To develop packaging and fulfillment strategies that reduce costs and improve profit margins.
Brand Visibility: To enhance online presence through strategic marketing, promotions, and customer engagement.
Continuous Improvement: To regularly update business strategies based on market trends and data analytics.
Strategy and Execution
Market and Financial Analysis
We initiated the project with comprehensive market research to evaluate the potential of online marketplaces and to understand where the brand could effectively compete. This involved:
Establishing marketplace accounts on Amazon and Walmart.
Interviewing and evaluating third-party fulfillment options to find the best fit for the brand’s needs.
Developing a multi-pack product strategy to increase average selling prices and offset platform fees and fulfillment costs.
E-commerce Optimization
With accounts set up, the focus shifted to managing the brand’s e-commerce operations:
Implemented third-party Shopify plugins to streamline ordering and fulfillment across platforms.
Created compelling product listings, including professional graphic designs and persuasive copywriting.
Conducted promotions and pricing studies to optimize sales during peak shopping times and slower periods.
Launched comprehensive advertising campaigns across multiple platforms to increase visibility and sales.
Continuous Market Adaptation
Throughout the four-year project, we continuously refined our strategies based on updated market data models. This helped the brand adapt to an evolving market and leverage new opportunities:
Successfully launched the brand on the Asian grocer platform, Weee!, tapping into a new customer demographic.
Identified and capitalized on a new market opportunity with pickled sausage, which was a perfect match for the brand’s capabilities and market trends.
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Results
The strategic overhaul led to significant improvements in the brand’s sales and market position:
Achieved substantial growth in e-commerce sales, effectively compensating for stagnant in-store sales.
Enhanced brand recognition and customer loyalty through effective online marketing and customer engagement strategies.
Diversified the brand’s market presence, including successful entry into niche markets and platforms like Weee!.
By embracing e-commerce and continuously adapting to market changes, the specialty meat producer not only reversed its stagnation but also positioned itself as a forward-thinking leader in the better-for-you grocery space. This case study: Complete Makeover Tasty Edition, exemplifies how strategic consulting, driven by deep market insight and adaptive strategies, can transform challenges into substantial growth opportunities.