Success Stories from the SPARK Case Files
SPARK has provided growth solutions for dozens of companies, from startups making formative strategic decisions to industry leaders seeking to optimize the equity in their brands and the value of their assets. Below are just a few examples of how we got involved, devised solutions, and helped clients achieve their goals in the fundamental areas of business growth, strategic partnerships, and market influence.
Reinvigorating growth for a mature brand
Challenge: An iconic leader in the baby shampoo industry found itself searching for new growth despite limited product innovation and stagnant positioning. In order to regain its leadership position, the brand needed to identify and appeal to consumers beyond its core target. And, the core target needed to find the “shared” benefits of the product meaningful.
Strategic Growth Solution: SPARK implemented a dual-pronged approach to build on an existing brand affinity and expand the product’s market beyond its core consumer target, driving purchases from the core as well as from a large sub-segment of a key adult market. This wave of success put the product back at the top of the market.
Identifying a skincare acquisition to drive franchise growth
Challenge: A leading pharmaceutical company’s consumer skincare product portfolio was not generating sufficient growth. They lacked new “technology” to incorporate into their products to compete with high-priced boutique brands. The SPARK client team believed that the right partnership could strengthen our client's skincare product portfolio, attract new consumers, and drive growth. In order to identify the best strategic fit, we developed stringent evaluation criteria, including internal and external factors, to identify the highest potential targets.
Strategic Growth Solution: SPARK applied the evaluation criteria to over 50 potential acquisition targets and identified two lead candidates. After additional due diligence, our client acquired one of the companies. With the new company and line of products in their arsenal, the client’s skincare team identified an effective new technology platform for product expansion and growth.
Partnering to build new distribution channels
Challenge: A food delivery service for older adults sought to expand its customer base by securing insurance coverage from major healthcare plans, which would allow it to target hospitals as a channel for growth.
Strategic Growth Solution: SPARK developed a controlled test program with a leading hospital chain. During a 30-day test period, half of the patients in the test group received the food delivery service, while the other half did not. The patients who received the food had a lower 30-day readmission rate, a key metric used by hospitals and insurance companies. We used data from the test to prove the cost savings of the service as well as its positive impact on patient health. As a result, the food service was purchased by multiple leading healthcare insurers.
Developing a voice for a sexual health product
Challenge: A company that provided female sexual health products was hampered by media challenges. Ninety percent of the leading media outlets, including network and cable TV stations, refused to run the company’s advertising, despite running ads for similar products from other, larger companies. With limited access to paid media as a tool, the brand needed to define a voice for itself and drive conversation, awareness and sales.
Strategic Growth Solution: SPARK applied transformational thinking to create an ongoing series of business, product and lifestyle stories that generated interest across media channels. The company emerged as the category leader in female sexual satisfaction with a continuous stream of interest, revenue and profit.