Situation
As brand manager for José Olé Frozen Mexican Food, Linda managed a major brand relaunch to build brand equity and generate significant sales growth in the Grocery and Mass Merchandiser channels.
Linda planned and implemented this aggressive re-launch in five months. It included repositioning the brand, managing a full-line package redesign, developing the promotional plan, managing the development of and test market for an advertising campaign, re-formulating several items, discontinuing underperforming SKUs, and launching new SKUs.
Simultaneously, Linda led the development of more accurate forecasting and supply chain practices that yielded significant cost savings.
Results
- 23% sales growth
- 22 point lift in consumption
- 4 point gain in market share
Promotion
Collateral
Packaging Redesign
