How it Worked Out at Franklin Foods

Rocco chose Option? #2 and Franklin Foods developed andlaunched the? industry's first Greek Cream Cheese with fourtimes more protein and? ½ the fat of regular cream cheese. Thebrand achieved national distribution at? Walmart, Kroger andnumerous retailers across the U.S. in over? 10,000 stores.

Franklin teamed up with the Deskey Agency of? Cincinnati,Ohio to create a sustainable brand position around two keydrivers

–

high protein and less fat. The Greek Cream Cheese brand bridgedthe elusive gap of taste and wellness through effective calloutsand packaging design in consumer familiar packaging forms that aresynonymous with the U.S. cream cheese category

–

8 oz. bar and 8 oz. tubs.? And, led by Kendra Boccelli ofBoccelli? & Co. Public? Relations, the brand achievednational exposure with articles extolling the healthy benefits ofthis new cream cheese formulation in the New York

Times?,

?Shape, ?Women's

Health?,

and ?Runner's

World.

It also got a favorable review by Joy Bauer of the Todayshow.? Finally, Franklin partnered with the Sitewire DigitalMarketing Agency of? Tempe, Arizona to cultivate? 69,000brand followers and create a highly targeted social media platform.And Rocco and the company can take the lessons learned to buildother brands in the same way. Once? again, David took onGoliath and emerged victorious.

How Franklin Foods Measures Success

The baseline measurement for virtually any product that competesand is merchandised in the highly competitive mainstreamcategories

–

?dairy, snacks,? etc., is to achieve a minimum levelof? sell-through or product rotation instores.? Point-of-sale (POS) systems capture that? data,which is then provided to a company called IRI that in turn sellsthis scanner data to manufacturers.

What did Franklin? Foods' option? 1,"think? twice," have as an? advantage?

A.

Focusing saved resources on expanding its current products to aninternational market

B.

Focusing saved resources to develop cost savings in other areasof the business

C.

Marketing and selling its new lines with enhanced profits fromthose products

D.

Developing a marketing and sales team to improve companyprofitability

E.

Developing? new, profitable products