Strategic Brand Growth
Project: A significant amount of AP’s growth in China was targeted to come from its Mamonde (French for “My World”) brand which was launched in China in 2006 and accounted for $105M USD in sales, making Mamonde the #15 brand in China at the time. AP intended to increase Mamonde CAGR 40% from 2012-2015. The SGE Immersion team worked with the Mamonde brand team, AP’s Sustainability team, and Mamonde Product Management teams to develop a strategic growth plan for the brand that would raise brand awareness, leverage sustainability beyond greening and CSR, and remain consistent with the brand’s message to “unleash the natural intelligence” ( ??????). The team evaluated potential product changes, communication strategies (especially on-line channel and SNS utilizing strategies), and CSR activities to meet growth goals.