brand-strategy-roadmap

Brand Strategy Roadmap g% Vision: Be the first ‘healthy cookie' to generate the craving, popularity and sales of a mainstream cookie. $100Million by 2024. Purpose: We want to help people re-discover the lost secret that the most amazing tasting food is made of natural ingredients. Values: Consumer first, great taste, healthy, natural ingredients, fast-to-market , family owned. Brand Idea: Grays are the best tasting yet guilt free pleasure so you can stay in control Promise Brand Story Innovation Purchase Moment Take control of your Real life stories to show We never sacrifice on Interrupt purchase routine weight by replacing your women living “All the taste, you won't have to to set up Grays as \the favorite snack with Grays. pleasure, but no guilt.” sacrifice your cookie. better alternative. Experience We hope your weight loss results empowers you to stay in control. Goals: $100 Million brand by 2020, become a mainstream brand, increase usage, longer term penetration gains. Issues: 1. How do we tighten the bond with our most loyal brand lovers? 2. How do we balance driving penetration and usage frequency? 3. How will we defend Gray's leadership position in the Healthy Cookie segment? 4. How do we leverage “guilt free” idea across new food categories Strategies 'Bulld community of Become alternative to Brand Lovers mainstream cookies 2 a4 + Social Media to connect with * Drive penetration using Tacti brand fans advertising & nutritionist PR s ST Surprise and delight program to + Attract new users to Gray's most loyal * New flavor launches + Geographic expansion Leader of healthy cookie segment \ 4 * Dominate every store shelf + Attack competitive entries * Leverage influence of brand lovers Explore entering new food categories \ 4 + Build “guilt free" idea * Innovation focused on new segments « Early trial with brand lovers