Marketing Matters Ltd.

New Product Launch
A manufacturer of children's products wanted to introduce two new lines. Utilizing our MindMatters approach, we identified "kid-trends" that appeal to the dual parent/child target audience. Our sales analysis pointed to the best-selling items and key prices at retail. With these consumer and market trends as platforms, Marketing Matters developed concepts, brand and SKU names, child-friendly logos, innovative product forms, playful product delivery systems, and unique packaging. Both lines were launched to great success at retail.

Business Plan
A major corporation was considering extending its flagship brand into a new industry. Marketing Matters undertook primary and secondary research, producing an industry and competitive analysis and a Business Plan including entry strategy, target audience definition, product/pricing recommendations, distribution plans for multiple channels, marketing plan, manufacturing/sourcing considerations, and financial projections. Marketing Matters was then engaged to help with implementation. A success in test market, the line was recently launched nationwide.

Brand Positioning Study
Competing in a crowded marketplace, a premier manufacturer realized the need to define and differentiate its brand. Marketing Matters conducted competitive and market segmentation studies, forming a map of the brand environment. Then we analyzed consumers' purchase motivations for this product category. These analyses gave insight for a unique, defensible brand positioning consistent with the brand's heritage. With a brand-driven marketing plan, sales increased 22%.

Mission and Corporate Identity
A top-tier educational institution had inconsistent perceptions among its target audiences. Marketing Matters conducted qualitative interviews to understand perceived strengths and weaknesses along with a review of actual performance of graduating students and alumni. Compelling findings led to a restated mission reflecting the institution's purpose and success. The new mission drove creation of a new identity program with redesigned logo and brochure, supported by a communications plan addressing the target audiences. Result: applications and retention up.

Brand Equity Study
The corporate vision for its namesake brand was to grow it into a mega-brand; however, the corporation had splintered product lines and trade channels, a tangled competitive situation, and complex trademark issues. Marketing Matters undertook a business portfolio analysis, a global trademark/logo competitive study, and a quantitative survey that revealed brand awareness at an astounding 98% of all adults in the U.S. Qualitative research was then designed to gather hypotheses about consumer perceptions, attitudes and behavior prior to fielding a definitive quantitative brand equity study. The work resulted in a lifestyle-driven definition of the target audience and a brand positioning based on its established equities with consumers. The products' trademarks have been successfully unified and the brand's evolution has progressed on plan.