Author: jimkellybvcllc

Avrio Health

Avrio is a small consumer healthcare group based in New York City, with a portfolio of small brands including Slow Mag, Betadine, Senokot and Colace. Senior management identified Slow Mag as a brand that was underperforming, and asked BVC to conduct an independent exploration of how to re-direct current efforts to achieve more significant growth.

  • Conducted a deep dive research review that yielded an overlooked positioning idea.
  • Completed more than a dozen one-on-one consumer interviews to “temperature test” the new positioning idea, with significant interest among respondents.
  • Developed new positioning concepts for quantitative testing that leverage unique brand assets.

Premier Brands of America (Licensee of Arm & Hammer Footcare)

Premier Brands of America is a contract manufacturer of topical health & wellness products that licensed the Arm & Hammer brand name for marketing in footcare in 2015. It currently holds the #1 position in odor control footcare products, which includes powders, sprays, antifungals and insoles. Premier had been challenged to grow the user base of Arm & Hammer footcare products, and turned to BVC in order to develop a overall growth plan.

  • Conducted deep dive of all research done to-date on Arm & Hammer Footcare by Premier.
  • Conducted in-depth interviews of entire senior management team and agencies.
  • Developed marketing development action plan to position and resource Premier to enable growth readiness.
  • Recommended a landmark research study to dramatically enhance Premier’s user understanding.
  • Identified a new Chief Marketing Officer to direct the marketing development action plan, who was hired and now championing the action plan internally.
  • The action plan should optimize all aspects of the marketing mix and lead to a significant re-launch of the Arm & Hammer footcare franchise.

Combe, Incorporated

Combe is a 70+ year old family-held company based in White Plains, NY. Lectric Shave is an acquired brand in the Combe portfolio, and was in need of a complete re-look to develop a path to growth.

  • Completed thorough user research to determine product and brand strengths, vulnerabilities and opportunities for growth.
  • Conducted product efficacy study to determine its ability to truly help deliver a closer shave.
  • Updated packaging to sharpen appearance.
  • Built pipeline of brand news including enhanced claims such as “57% closer shave”, prevention of razor burn, delivery of smoother skin and the addition of green tea to soothe and calm skin.
  • Built the brand nearly 70% over the 5-year strategic plan horizon.

Vermont’s Original, LLC

Established comprehensive strategic plan for the Bag Balm skin care business to dramatically grow the franchise that included the institution of new strategies for distribution and selling, pricing and assortment, manufacturing and sourcing, innovation and marketing engagement.

  • Operational upgrades to a direct retail selling model.
  • Manufacturing consolidation to maximize efficiency and flexibility.
  • Regulatory infrastructure upgrade to help drive a cosmetic and OTC innovation pipeline.
  • Brand positioning development to improve consumer engagement.
  • Doubled the Bag Balm business behind a brand resurrection plan that included substantial distribution growth, upgraded consumer communications and an aggressive new product launch agenda, including Bag Balm products that can be used out of home and in different dayparts.
  • Bag Balm brand consumer exposure broadened considerably via the addition of 50K+ new store outlets and Amazon, multiple location merchandising in key national retailers and a 10X growth in social media followers to over 200K points-of-contact in just 3 years.
  • Generated consumer takeaway growth of +41%, accomplished with a media budget of less than $200K, reversing consumer trend that was -12%.
  • Increased company valuation +50%.

ScentTech Global, Inc.

ScentTech Global is a scent technology company that developed a patented medical device for nasal decongestion. The technology uses impregnated scent to augment the physical action of its patented nasal clip to deliver drug-free, long-lasting decongestant effect in a variety of organic scents.

  • Developed concept, brand positioning and market entry strategy.
  • Identified market expansion strategy.
  • Led the brand to market via Amazon platform launch.
  • Leading brick & mortar sales entry strategy.
  • Identified new scents to facilitate brand expansion.
  • Work continues in market expansion efforts.

Xylyx Bioactives, Inc.

Xylyx Bioactives is a biomedical technology development company with roots in Columbia University’s Medical School Center for Stem Cell and Tissue Engineering. The discovery of Matrikyne (R) technology from Extracellular Matrix tissue yielded a unique ingredient that has significant efficacy when used for dermal repair. Business Vision Consulting was asked to lead the development and launch of a new super premium consumer skincare brand called VIVIQ Skin Health.

  • Led effort from concept development to in-market launch.
  • Conducted business and category strategic assessment.
  • Completed regulatory assessment.
  • Completed manufacturing assessment and identified long term contract manufacturing partner.
  • Developed and refined business concept and brand positioning.
  • Developed initial hero product, Advanced Dermal Repair Cream.
  • Created brand name, VIVIQ Skin Health.
  • Directed communication and advertising development.
  • Spearheaded Amazon e-commerce development.
  • Work continues in market entry and expansion efforts.