Situation

As Brand Manager for José Olé Frozen Mexican Food, Linda managed a major brand re-launch to build brand equity and generate significant sales growth in the Grocery, Mass Merchandiser and Club Store channels.

Linda planned and implemented this aggressive re-launch in five months.  It included re-positioning 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

The brand re-launch drove 23% sales growth, a 22 point lift in consumption and 4 point gain in market share.