Evolving Marketplace Consultation
Delta Pride Catfish:
The Cat gets the Fish.
During a time when catfish farmers across the country were struggling with a severe shortage of fish – Delta Pride found themselves in a high-demand, short-supply environment. Historically, the company’s philosophy was to capitalize on the seller’s market situation. Now, the goal was to stabilize and maintain current business, yet encourage growth.
ACTION: Engaging GodwinGroup’s strategic BrandQuest™ planning consultation with key company officials, opportunities and barriers to success were explored and implications made to positively affect a steady increase in business in a constantly changing environment. An in-depth analysis of the company, category and competition – as well as the evolving retail and foodservice customer – armed the client with the information needed to gain valuable market share over the competition. Marketing materials that capitalized on messages most relevant in the current business environment included sales materials, a Web Branding site overhaul, updated photography and packaging, a new trade show booth and various retail display items.
REACTION: GodwinGroup’s marketing efforts resulted in a significant increase in catfish sales in both retail and foodservice, positively positioning the company’s U.S. farm-raised catfish against the competition, as well as winning share from basa, a new import that proved to be a competitive player in the category.
* GodwinGroup keeps sales figures and other specific results strictly confidential for clients who are privately held companies.
THE WORK |
