Food & Consumer Goods
Retail & Apparel
Food & Consumer Goods
Five Year Strategic Plan and Interim Senior
Vice President Marketing
Consulting worked with the CEO and senior officers of
a food company created by Lufthansa to identify $700M
in sales by extending their food business beyond the
We led the development of the 5-year
plan to expand 7 acquired, refrigerated food and bakery
manufacturers across the retail and food service markets,
including acquisition recommendations, in-depth financials
and marketing plan. As the interim SVP Marketing, Joanne
Bethlahmy restructured the Marketing Department, and in
only five months, the team hired nine employees, set up
financial tracking and monitoring systems, established three
agency relationships, introduced a new corporate brand (including
new name, design identity and trade marketing campaign)
and prepared the launch of two new products.
Brand Repositioning and Board of Directors
Nutritional Foods, maker of Veggie Slices, the #1 cheese
alternative, needed to reposition itself within the
growing and changing healthy foods market.
As a member of the Board of Directors
and interim head of marketing, Joanne Bethlahmy helped reposition
the brand from medicinally-oriented to a broader, female
health orientation, streamlined the brand portfolio, reformulated
the product for better taste and launched new advertising.
Sales increased in targeted geographies by 18-142% as a
result of this marketing strategy. She also served on the
Audit Committee and worked with Goldman Sachs on the overall
positioning of the company in the marketplace.
Accounting Services needed to produce a report on a
particular aspect of the food industry in the Middle
In the absence of reliable public accounting
information about the company or the industry, a great deal
of detailed information was needed to construct an industry
financial model. We conducted research into food prices
and industry economics in the Middle East and developed
P&L models used in the investigation.
APPAREL & RETAIL
Annual Marketing Plan Development
Consulting worked with the leadership of this leading
apparel manufacturer/retailer to support a 9% lift in
sales by creating a comprehensive 2007 marketing plan.
The plan included strategies for brand positioning,
targeted advertising, public relations, direct mail
and online marketing.
The assignment included foundational
work such as segmentation modeling, analyzing geographic
sales and fielding buyer value research.
New Product Development Process
Consulting helped senior management of this apparel
technology company in the creation of a new product
We created eight distinct stages, each
with clear objectives, business requirements, forms and
resource lists. The process has allowed the company to allocate
its R&D resources more effectively, streamline development
and introduce new products with a greater probability of
Internet Software Market Identification
and Buyer Needs
Solutions is a natural language search solution that
allows companies to track and analyze user queries.
The client wanted to target its sales force against
specific industry verticals.
Illuminate Consulting was able to focus
client attention against industries and products which require
more research by consumers. We then were able to help Jeeves
Solutions expand its sales in the automotive and retail
industries by conducting in-depth research of industry web-software
trends. We clarified the appropriate buyers and their buyer
needs, including features, price sensitivity and ROI requirements
as well as the selling process and possible value propositions.
Wireless Market Assessment
Systems is a leading edge developer of mobile retailing
solutions. In order to make their annual revenue target,
senior management needed to know how to best enter the
By speaking with buyers at all the major
U.S. wireless carriers and MVNO’s, we were able to recommend
specific product features and product positionings as well
as inform Sales on buyer approval requirements and selling
processes. We also helped create a quantitative model that
demonstrated the economic consequences of various entry
strategies. The company now works with leading operators
and content providers to sell entertainment and products
via cellular and raised an additional $10M in funding.
Hard Goods Channel Strategy
has developed and patented a new technology for water
purification, water treatment and ion extraction that
provides electrical regeneration of ion exchange membranes.
As a technology start-up, Pionetics needed
to understand the consumer market for its products. Illuminate
Consulting provided insight into consumer attitudes and
price targets in the dealer and retail channels as well
as the markups taken in the selling chain. We also oversaw
a consumer web survey on pricing. All this information effected
immediate changes in product development, costing and channel