I started with a sort of Dairy State of the Union – basically, sales are declining, because no one is bothering to innovate the category. The good news, though, is that this leaves the field wide open for an innovator to come along and do something about it. And why not Fair Oaks Farms?
My tactical recommendations included a complete overhaul of FOF's corporate website, positioning the company as Designer Dairy and reaching out to other businesses to encourage partnership and new product development.
Additionally, I recommended the creation of a series of consumer-based product sites, all linked under the Fair Oaks Farms banner. Users would continually have access to the other product lines, as well as the ability to quickly discover the perfect FOF product for their unique needs.
I created a specific case study about FOF's Core Power product, an all-natural Muscle Milk alternative, which focused on reorganizing and rebranding the product line and going directly after the competition, rather than tiptoeing around them.
I suggested dividing Core Power into two different product lines – one for serious athletes and one for the more casual exerciser – and provided different tactical recommendations for each. This would allow Core Power to compete on more than one level with more than one audience.