Stonemill: identifying a growth path in a difficult category.
BAM's published Stonemill account describes the use of market analysis to identify opportunities for stronger consumer interest, engagement and trial. Campaign feedback helped guide adjustments to the activity.
Historical evidence — 04B-I1Approved historic report, documentary product image, or dated case photograph. Caption must identify this as a historical example. Awaiting evidence-owner approval.
The decision supported.
Where should the brand focus its effort to attract consumers and improve household penetration in a challenging bakery category?
BAM's role.
Competitive analysis helped frame the opportunity. Ongoing campaign measurement supplied feedback for refining the investment and activity.
The reported outcome.
The historical account reports sustained sales growth in a declining category. It describes the business context of the engagement; it is not a controlled estimate of the sales caused by BAM alone.
The relevance today.
The principle remains useful: identify the market opportunity, focus the action and use evidence to review the response.