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RAINBOW TROUT GRANOLA
Retail Introduction
Making a homemade granola brand a Richmond staple.
IN BRIEF
Ask
Introduce Rainbow Trout Granola into stores and the wider Richmond community.
Problem
Rainbow Trout Granola has a higher than average price point and lack of brand recognition.
Solution
Refresh the brand, identify target market and avenues to sell.
BACKGROUND
Rainbow Trout Granola was founded in 2010 by eight-year-old Peter Bowles while on a family fly fishing trip. For 10 years, Peter successfully ran his homemade granola business, selling to family and friends. In 2020, when Peter left for college he handed the business over to his mother, Jakie, and her close friend, Ashley. The new and excited owners had big plans to take the business further.
SITUATION
Jakie and Ashley purchased an industrial kitchen space where they could now make larger batches of granola more efficiently. It was time to launch Rainbow Trout Granola into stores.
CHALLENGE
A higher than average price point and lack of brand awareness makes it difficult to compete with more recognized granola brands. How can Rainbow Trout Granola effectively sell their product in retail?
KEY LEARNINGS
01.
Due to COVID-19, grocery store breakfast sales are rising.
Takeaway:
This was the perfect time to launch RTG into stores.
03.
People are willing to spend more on at a farmer’s market, local grocer or health food store.
Takeaway:
This is where RTG should focus their efforts.
02.
People appreciate smaller/hometown brands and are willing to spend more for them.
Takeaway:
RTG should capitalize on their Richmond roots.
04.
Granola seems healthy to most people and they pay attention to the ingredients.
Takeaway:
RTG has the qualities people desire in their granola. They have a product that people want.
GOAL
Leverage Rainbow Trout Granola’s rich brand history to build a core community base inside of Richmond.
POSITIONING
Rainbow Trout Granola is the only locally made, loose granola brand in the Richmond area that offers locals an honest breakfast through the transparent process in which Rainbow Trout Granola is bought, made and sold.
STRATEGY
Make Rainbow Trout Granola the premier Richmond granola by emphasizing its honest ingredients and connection with the community.
RECOMMENDATIONS
01. BRAND REFRESH
Refresh the Rainbow Trout Granola logo and packaging to convey a sense of adventure and an escape to a happy and familiar place. Using a heavy font and earthy tones, that are still vibrant enough for the voice of the brand, gives a look that is modern and mature.
02. IDENTIFY AVENUES TO SELL
Knowing where and how to sell is key for the RTG brand. As we learned from our research, consumers are willing to spend a premium on products from local farmer's markets, grocers and health food stores. Several of these locations were identified for RTG, but we didn't want them to completely lose the connection they've built with their audience by selling direct to consumer.
Enter, the subscription box.
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The perfect way for RTG to maintain a personal relationship with their customers.
MY TEAM
Aniya Hope, CBM
Kevin Nguyen, Strategist
Karah Smith, Strategist
MY ROLE
Client liaison
Market research
Quantitative research
Richmond shops expert
Client presentation
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