Savings Achieved

This brand offered products in two contiguous categories. The two lines caused confusion within the company, and in consumers’ minds, because they had the same brand name, yet their target audiences and positionings were different.  The company was spending significant internal resources wrestling with how to address this problem.  After research, P&L analysis, and internal discussion with senior leaders, Terrell Marketing Group recommended divesting one of the two lines.  Initially, this created fear and worry, but with our guidance became the clear answer for all parties.  The line was divested, savings received, the focus within the company was clarified and success achieved.