際際滷

際際滷Share a Scribd company logo
180 DEGREES CONSULTING 1
COMPANY INTRODUCTION
Two celiac brothers, Marshall and Elliott,
introduced The GFB to the market in 2010,
hoping to counter the lack of simple, quality,
high protein gluten-free options available.
Founded By Gluten-Free Brothers Certified B Corporation Locally Owned & Facilitated
Companies that meet the highest standards of
verified social and environmental performance,
public transparency, and legal accountability to
balance profit and purpose.
The GFB prides itself as a company focused on
bettering the world. Manufacturing their
products in a zero-waste facility, they provide
local employment while maintaining quality.
180 DEGREES CONSULTING 2
SURVEY RESULTS
We visited 7 stores within Ann Arbor and surveyed 40 shoppers from different demographics - these were our findings.
It stands out, brown
gets lost in the shelf.
White is tried and
true. Doesnt look like
its trying too hard to be
healthy.
Earthy, looks natural.
Eye drawn to it.
Brighter. Cleaner.
Brown is dull.
Brown looks more
natural. White pops off
shelf but doesnt look as
healthy.
Looks better with font.
Organic-looking.
Easier to read.
180 DEGREES CONSULTING 3
MARKETING STRATEGY
How should GFB better market their products and company?
To reinforce marketing strategy, we
must also improve the in-store
experience for our consumers
IN-STORE EXPERIENCE
TACTIC 1
Improve brand reputation and
strengthen the message to
consumers
DIGITAL MEDIA
CAMPAIGN
TACTIC 2
Realign company & consumer
standards by emphasizing positive
practices as a B-Corporation
COMPANY VISION
TACTIC 3
Increase consumer retention and
improve ratings by giving rewards
for shoppers
BRAND LOYALTY
TACTIC 4
180 DEGREES CONSULTING 4
DIGITAL MEDIA CAMPAIGN
Employ platform ambassadors to target Generation Z
Creative & interactive platform;
Coralie Anne, Marnie Goldberg
YOUTUBE
Easy for collaborations;
@BeckyExecell, @GFBlogger
INSTAGRAM
Latest and most popular trend;
@HannaLeeMarie, @Loopie_Luka,
TIK-TOK
Wider age range;
@againstallgrain, @pinesfoods
TWITTER
Market: Generation Z
Take advantage of this
time of increased online
presence to target Gen Z
?
 Platform ambassadors who are
GF or do food/snack reviews
 86% of Gen Z consumers
look at user reviews
 Most parents still purchase
snacks for kids under 18
 Traditional channels to
influence parents
Targeted Marketing
180 DEGREES CONSULTING 5
COMPANY VISION
Emphasize good business practices in marketing campaign to align values with consumers
Sustainable
Practices
Certified B-
Corporation
Support of Local
Community
Addition of
Local Jobs
InternalFactorsExternalFactors
For the people, for our planet, and for total prosperity
GFB will put your mouth at ease
GFB will make you jump with glee
GFB: The Best Snack Guaranteed
The Gluten Free Bar is the best by far
SLOGAN SUGGESTIONS
180 DEGREES CONSULTING 6
BRAND LOYALTY
How can we incentivize consumers to stick with GFB?
1
2
3
REWARDS RETENTION
REWARDS PROGRAM
 Model rewards program after
other pre-existing programs
 Model rewards program after
raffle system, offering entries
to raffles for GFB products
REFERRAL DISCOUNTS
LONG TERM
 Highlight (potential) long-term
benefits of consuming GFB
products
 Emphasize room for growth
within company

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GFB Midterm SAMPLE

  • 1. 180 DEGREES CONSULTING 1 COMPANY INTRODUCTION Two celiac brothers, Marshall and Elliott, introduced The GFB to the market in 2010, hoping to counter the lack of simple, quality, high protein gluten-free options available. Founded By Gluten-Free Brothers Certified B Corporation Locally Owned & Facilitated Companies that meet the highest standards of verified social and environmental performance, public transparency, and legal accountability to balance profit and purpose. The GFB prides itself as a company focused on bettering the world. Manufacturing their products in a zero-waste facility, they provide local employment while maintaining quality.
  • 2. 180 DEGREES CONSULTING 2 SURVEY RESULTS We visited 7 stores within Ann Arbor and surveyed 40 shoppers from different demographics - these were our findings. It stands out, brown gets lost in the shelf. White is tried and true. Doesnt look like its trying too hard to be healthy. Earthy, looks natural. Eye drawn to it. Brighter. Cleaner. Brown is dull. Brown looks more natural. White pops off shelf but doesnt look as healthy. Looks better with font. Organic-looking. Easier to read.
  • 3. 180 DEGREES CONSULTING 3 MARKETING STRATEGY How should GFB better market their products and company? To reinforce marketing strategy, we must also improve the in-store experience for our consumers IN-STORE EXPERIENCE TACTIC 1 Improve brand reputation and strengthen the message to consumers DIGITAL MEDIA CAMPAIGN TACTIC 2 Realign company & consumer standards by emphasizing positive practices as a B-Corporation COMPANY VISION TACTIC 3 Increase consumer retention and improve ratings by giving rewards for shoppers BRAND LOYALTY TACTIC 4
  • 4. 180 DEGREES CONSULTING 4 DIGITAL MEDIA CAMPAIGN Employ platform ambassadors to target Generation Z Creative & interactive platform; Coralie Anne, Marnie Goldberg YOUTUBE Easy for collaborations; @BeckyExecell, @GFBlogger INSTAGRAM Latest and most popular trend; @HannaLeeMarie, @Loopie_Luka, TIK-TOK Wider age range; @againstallgrain, @pinesfoods TWITTER Market: Generation Z Take advantage of this time of increased online presence to target Gen Z ? Platform ambassadors who are GF or do food/snack reviews 86% of Gen Z consumers look at user reviews Most parents still purchase snacks for kids under 18 Traditional channels to influence parents Targeted Marketing
  • 5. 180 DEGREES CONSULTING 5 COMPANY VISION Emphasize good business practices in marketing campaign to align values with consumers Sustainable Practices Certified B- Corporation Support of Local Community Addition of Local Jobs InternalFactorsExternalFactors For the people, for our planet, and for total prosperity GFB will put your mouth at ease GFB will make you jump with glee GFB: The Best Snack Guaranteed The Gluten Free Bar is the best by far SLOGAN SUGGESTIONS
  • 6. 180 DEGREES CONSULTING 6 BRAND LOYALTY How can we incentivize consumers to stick with GFB? 1 2 3 REWARDS RETENTION REWARDS PROGRAM Model rewards program after other pre-existing programs Model rewards program after raffle system, offering entries to raffles for GFB products REFERRAL DISCOUNTS LONG TERM Highlight (potential) long-term benefits of consuming GFB products Emphasize room for growth within company