FrozenTreatCo: Creating a sweet new branding strategy
FrozenTreatCo is a leading manufacturer of ice cream and other frozen desserts, but management believed the company had lost its edge.
Historically, FrozenTreatCo had led the market. However, tough new competition had started to erode its market share, particularly in the non-fat and sugar-free categories.
How could FrozenTreatCo regain market share and increase revenues?