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ICIES
VICTORIA
Fine Dinning and Exquisite Eating
PROBLEM:
Icies Victoria had 40%+ segment share and dominant restaurant position, but
was faced with a competitive launch by new restaurants in North
Carolina.
SOLUTION:
Block the competitive launch by introducing a more sophisticated brand.
Initiated, created and launched IV RISTORANTE' -
capitalized on timeliness of an emerging consumer trend
RESULTS:
Took additional UP SCALE RESTAURANT MARKET PLACE (and additional new product assignments for the
Kelly Worldwide).
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