| MarketingWise Group - Areas of Expertise |
Home |
| Marketing Management Consulting – Consumer marketing of products and services (Note short list of previous marketer solutions.) |
| Strategic Planning |
• Conducted Hershey Chocolate's "first-ever" Strategic Plan for International
• Created a Strategic repositioning of the entire in-flight food service industry for Lufthansa / Sky Chefs
• Developed plan for the launch of Huggies® Pull-Ups Disposable Training Pants which grew to a half-billion dollar business
• Conducted a 360 review of a Lucent Technologies business division and developed a strategic plan based on the results
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| Marketing Strategy Planning – Annual |
• Seventeen years of marketing planning at Hershey Foods Corporation
• Taught classic marketing planning techniques both in the U.S. and internationally
• Executed highly successful marketing plan for large regional food company that led to acquisition by Tyson Foods.
• Three years each of marketing planning for RJ Reynolds Tobacco Company, Kimberly-Clark and Anheuser-Busch
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| Market Segmentation/Brand Positioning/Branding |
• Led an ideation session with Lucent Technologies Power Systems to develop mission, vision, operating principles and branding statements.
• Conducted a SWOT analysis and brand segmentation study to develop the brand positioning for a steel manufacturing company.
• Conducted a 360 degree company analysis of a jet communications company to develop their positioning.
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| Marketing Advertising Strategy |
• Created the positioning for Kit Kat's "Give me a Break…Break me off a piece of that KitKat Bar"
• Repositioned Kellogg's Tony the Tiger to a Super Hero
• Developed the tagline, "Formula for the Future," for Fina Oil and Chemical as a result of research conducted by MarketingWise Group researchers
• Conducted ideation sessions to develop marketing/advertising strategy for Kimberly-Clark Corporation, Amway, HIT Entertainment, Frito-Lay and Pizza Hut
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| Marketing Promotion |
• Developed co-packing opportunities for Merico, formerly a food division of Anheuser-Busch
• Reversed the decline of Hershey's Milk & Almond bars with a series of on-pack promotions
• Developed international promotional opportunities between PBS affiliate stations for children's television programming, including Barney and Wishbone
• Awarded Kellogg's "Best Global Promotion of the Year"
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| Internet Marketing |
• Created an interactive / order-entry website for a startup venture in the food industry
• Developed the initial websites for the children's television shows, Barney and Wishbone
• Conducted research among users (major national hospital systems) to assess the viability of Novation's purchasing and management website
• Conducted viability tests among consumers of Crest® White Strips' website
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| Marketing Licensing/Partnering |
• In the food industry, negotiated and implemented licensing agreements with Wolfgang Puck, TGI Fridays, Einstein Bros, Hard Rock Café, Vie de France and others
• Sourced, negotiate and worked with co-packers, including Sun-Maid and Roman Meal, for Merico, a food division of Anheuser- Busch
• Licensed publishing rights for college athletes on behalf of a major university marketing effort
• Frequent promotional partnerships set up with broadcast media outlets to leverage paid media investments
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| Training and Staffing |
• Held focus groups with First Choice staff to obtain their feedback on plans for a corporate move
• Worked with Southwest Airlines flight attendants union to prepare them for union negotiations with the airline
• Conducted team building for a variety of clients including Kimberly-Clark, RJ Reynolds, Amway, American Eagle, Baylor Healthcare Systems and Hillcrest Medical Center, Tulsa, OK
• Staffed a subsidiary's entire management team which then quickly became one of Hershey's most profitable operating units
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| International Marketing |
• Over nineteen years of successful international marketing experience on globally recognized flag ship brands
• Repositioned Kellogg's Japan to achieve its most profitable performance in over thirty years
• Pioneered Hershey's international expansion into Asia
• Conducted international research and marketing planning for DynCorp, Lucent Technologies (now Alcatel) and ICG (jet communications systems)
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