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Case Study

Confections: Proposal Development & Master Narrative

Challenge

StrategyOne was contracted to conduct analyses to help the Edelman Team understand a large confectionery manufacturer’s corporate and product media coverage and positioning. This research was used to assist the Edelman account team to develop a new business pitch and credentials demonstration for the client. StrategyOne also assisted in the preparation of a Master Narrative for the client around the topic of Sustainability.

Research

StrategyOne analyzed media content for October 7, 2007 through April 15, 2008. Key metrics from this project included:

• Article Volume over Time evaluated media coverage by company over defined time periods
• Article Count Analysis provided a quantitative benchmark by topic for each brand in competitive set
• Share of Voice by Topic
• Key Verbatims were selected to inform the Master Narrative and provide depth to the coverage highlighting specific brand and topic mentions

Insight

Initial media analysis supported proposal development (capabilities presentation) resulting in Edelman being awarded the Master Narrative assignment. Master Narrative Analysis revealed the confectionery manufacturer was trailing key competitors in important topics around sustainability. This analysis also discovered Health and Wellness was the dominant topic for Share of Voice. In addition, the client had the second highest Share of Voice on Cocoa Sustainability, trailing only one competitor.

Action

This research aided the account team in developing a Master Narrative for the confectionery manufacturer utilizing media analysis which revealed the client’s standing versus the competitive set, highlighting key areas of opportunity for improvement. The Master Narrative analysis highlighted an overall topic Share of Voice as well as the competitive set Share of Voice to provide a baseline of the client’s current standing. This analysis also provided a strategy for improvement in key strategic areas.