CASE STUDY

Problem
Chef Stephanie Izard’s use of global flavors and
techniques in the kitchen of Girl & the Goat is what
gives this Chicago restaurant group it's special ability to
gently broaden diners' horizons. The kitchen experts
bottled the global flavors of Girl & the Goat into This
Little Goat to help consumers spice up their everyday
routine─but taking that special sauce from dining tables
to retail shelves is no easy feat.

This Little Goat needed to convince retailers buyers to take their line of specialty marinades and sauces to
secure that coveted distribution. This small, new entrant was going to pit itself against all the big players, and
the brand needed a convincing, predictive story to tell retailers. The team at This Little Goat turned to our new
Nielsen BASES Retail Ready solution to help them win distribution.

Solution
We put This Little Goat to the test in a choice-based shopping exercise against in-market competitors.
Consumers were asked to select which sauce they were most likely to purchase among a pair and their level
of purchase commitment. The brand wanted to explore how to satisfy shopper demand most efficiently,
interaction with competition, incrementality potential, appeal by key retailers and private label cannibalization.

Category Interaction
Competitive Interaction Food Marinade Buyers

First, shoppers defined which marinade sauces

This Little Goat would interact with if it were
available on-shelf. Consumers defined the
brand’s key competitors as specialty marinades
that tend to be premium priced such as The New
Primal and Urban Accents. This powerful
information would be used to inform retail buyers
which of their current offerings This Little Goat
could replace at─and potentially satisfy shopper
demand more effectively than.

Copyright © 2019 The Nielsen Company (US), LLC. All Rights Reserved.
CASE STUDY

Preference by Purchase Frequency

Food Marinade Buyers

Incrementality Potential
Then, we explored This Little Goat’s
incrementality potential through two dimensions:
non-buyer appeal and trade-up potential.

The innovation maintains its preference level

among non-buyers, while key competitors show
an expected drop-off with this group.

Interaction by Price Tier

4 Tiers = All Trade-Up Potential

This Little Goat’s high price relative to the

13% competition dictates that almost all switching
results in trade-up─and some at extreme levels
31%
from around $1-$3 all the way up to This Little
Goat’s $8.49 premium price.
29%

Finally, the brand incorporated these compelling

Price: aspects into their story aimed at retailer buyers to
$8.49 fight for new distribution.
28%

Tier 1 = 1$4.09-$8.99
Tier = $4.09 - $8.99 Tier
Tier 2 = 2 -=$3.99
$3.09 $3.09-$3.99
Tier 3 = $2.09 - $2.99 Tier 4 = $1.09 - $1.99
Tier 3 = $2.09-$2.99 Tier 4 = $1.09-$1.99

Results

This Little Goat left no room for chance going

into their conversations with retail buyers and
made an unmatched case why they deserved
room on their shelves. Ultimately, it was a win-
win for the retailers and the brand with having
the most efficient mix of food marinade brands
for shoppers. The small brand received new -Laurie McKinley
distribution at key retailers including Mariano’s Director of Brand Strategy & Business Development,
and Whole Foods. This Little Goat

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DISTRIBUTION: http://innovation.nielsen.com/bases-retail-ready
Copyright © 2019 The Nielsen Company (US), LLC. All Rights Reserved.