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A Weighty Opportunity
A private equity group was interested in purchasing a well-known weight loss company from a publicly traded food enterprise.
They needed to understand the brand’s growth potential in a highly fragmented and fiercely competitive market.
Peacock Nine leveraged primary insights, secondary intelligence and market data to value the brand and provide the team with the most viable path for growing the business. More specifically, the Peacock Nine team:
Explored the trials, tribulations and hopes of the companies constituent (members, potential members, owners and employees) using survey and interview insights
Determined the best positioning for the brand
Assessed current and future brand value
Identified brand development opportunities
Ideated new products, services and marketing ideas
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Finding Faith
Peacock Nine developed this non-denominational faith experience on behalf of Loyola Press, a Jesuit publishing company based in Chicago. The site invites people from all over the world to answer two simple questions:
Where did I find God in my life today?
Where do I need to find God in my life today?
Derived from a 500-year-old Jesuit tradition, Other6.com enables thousands of people to examine the role that God is playing or could be playing in their lives.
It is reflection.
It is inspiration.
It is a cry for help.
It is a hug from a stranger.
It is a source of knowledge.
This open conversation also helps Loyola Press create better, more relevant products by enabling their authors and editors to be “flies on the wall” in a global conversation about real lives and the role that faith plays/could play in it all.
CLICK HERE TO VIEW OTHER6
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Digging Up Dirt
Peacock Nine got down and dirty with American gardeners from across the country to help our client understand why Americans garden and the role gardening plays in their lives.
We explored needs, fears, desires, passions and pains through in-store/point of purchase and in-garden interviews.
In four weeks, we covered forty gardens and twelve garden centers in three major cities. Suffice it to say, we “got our hands dirty” doing ethnography.
At the end of our journey, we created an “in-garden” insight film that highlighted the opportunities for over fifty new product innovation ideas.
SAMPLE CLIP
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Uncorking Profitable Growth
Twenty years of hard work and distribution from IKEA helped this brand of sparkling juice make their mark. A private equity firm acquired the brand and had big plans for profitable growth.
One question: where to start? Positioning? Messaging? Packaging? New flavors? New distribution partners?
All of the above?
In eight weeks, we helped them tap the collective wisdom of American sparkling juice consumers.
Project Time Table (Eight Weeks)
- Communications Concept Development
- Packaging animation in 3-D
- Four Focus Groups in two cities
- Two National Online Discussion Forums
- Quantitative Study (400 consumers)
- Development of Virtual Shelf Set
- Van Westendorp Price Optimization Modeling
- Verbal Validator Concept Refinement
The end result?
- Two new package designs
- New messaging
- Three new flavors
- Higher price point
- Research to support sales efforts with the grocery buyers
- Seven new distribution partners
In less than 18 months, 35% growth bubbled up.
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Extreme Insights
A well-known beverage company wanted to fuel their growth by launching a new line of energy beverages across the USA. Peacock Nine assembled groups of “extreme beverage consumers” in New York, Chicago and San Francisco for six salon sessions. Covering everything from their day-to-day activities to their unique perspectives on life, their self-images, and their personal mantras, we were able to help our client understand the mindset of their ideal consumer. Invigorated with this understanding, we dove into the roles energy beverages play in their lives and opportunities for this new beverage. Concepts were refined. Packaging exposed. Flavors retooled. Extreme insights revealed. Extreme success achieved.
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Belief Inc.
A ninety-six year old religious publishing company needed help finding its way. Turning a new page, they invited Peacock Nine to help write the book on profitable growth. This two-year initiative incorporated aspects of strategic planning, brand-building and organizational change...all inspired by an uncommon understanding of the company’s five key constituent groups.
Today this company leverages its uncommon knowledge of the customer as its North Star for all strategic decision-making---from new product development to its organizational make-up. Can their customer-centric belief system arm them to become the leader in their industry? And as their 25% growth and organizational credo suggest, the writing is already on the wall.
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Power Up
A maverick group of entrepreneurs were charged-up to change the outdoor power equipment industry.
Applying a 2.0 mindset to the decades-old electric generator business, they needed to know how best to take their offering to the world.
Peacock Nine helped craft a comprehensive brand strategy for the company based upon a deeper understanding of the unmet needs of equipment dealers and distributors and their customers. Importantly, customer insights and pricing analysis helped ensure that the products they brought to market were successfully priced to garner both maximum value and reinforce their strategic positioning. Peacock Nine also helped shepherd through the manifestations of their communications strategy--everything from elevator speech, to revolutionary website design, POP signage, trade show design and collateral creation/production.
Cutting through the industry like a tornado, our client was able to create a hurricane of goodwill and interest in their company and products that has led to a national distribution service and sales network of more than 20,000 dealers and distributors. All in less than 20 months.
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A Clearer View
A private equity firm purchased a window manufacturer in California. Sales were stalled and they needed a clearer picture of the competitive environment and their company’s place in it.
In eight weeks, Peacock Nine was able to provide the firm with an unparalleled understanding of the California construction market and opportunities for growth. Interviewing key project personnel on job sites, Peacock Nine was able to build a foundational understanding of the unmet needs, perceptions and expectations of this window manufacturer and others. Conducting multi-modal focus groups with purchasing agents from construction companies, Peacock Nine was able to understand how the manufacturer’s reputation stacked up against the competition. A comprehensive quantitative study of current and potential customers provided the insight gatherers not only with breadth and confidence but also suggested only 20% of the manufacturers were truly “customers”. To bring the insights in the transcripts and graphs to life, Peacock Nine created a three minute documentary film that enabled our clients to experience the customers’ point of view first hand. Brick by brick, the insights constructed an entirely new perspective on the business and new opportunities for growth. They also helped shift power from the founding family with all of its latent knowledge to the new owners of the company. Our client’s team was provided the pillars of a growth strategy and ten tactical silver bullets that immediately informed the recalibration of the way the manufacturer approached sales, customer service, and measured quality.
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Perfect Pitch
An international advertising firm was invited to pitch a Fortune 50 client. The first step was to present their credentials. Five days before that meeting they turned to Peacock Nine for a quantitative analysis of the industry and that company’s place in it from the customer’s perspective. 200 Americans gave us their point of view, utilizing the Cognitive Collage tool to leverage metaphor and story to unpack the brand. Three days later, the advertising agency understood their potential client’s business and brand, as well as the needs, fears and desires of their customers, better than their prospective client. The “get-to-know-you” meeting was transformed into a collaborative strategy session.
