chapter 2

SIMPLE, SPEEDY STRATEGIES TO WIN: GREAT SNACKS

 

Many managers at Great Snacks (disguised) believed that their Nacho Cheese brand (disguised) had only moderate growth prospects. Given that the cheese was a lower-priced, processed food in a market in which customers were migrating toward products that were more natural and organic, the managers’ ambivalence wasn’t surprising. Sure, there were Nacho Cheese fans, but they tended to buy the product only once or twice a year, usually as a dipping sauce for chips, crackers, or vegetables at parties.

But as we began working with Great Snacks and analyzing supermarket scanner and consumer panel data, we discovered a robust segment of superconsumers. In focus groups, these buyers said that they ...

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