Princess House Hispanic Strategic Planning

Challenge

Princess House, a direct selling company, came to us with the following challenge:

• Understand dynamics affecting disparity in Princess House’s sales representatives segments
• Gain insights into why the Hispanic segment was prospering in contrast to non-Hispanic consultants
• Identify learnings that could be cascaded across segments and implications for brand positioning

Solution

• Mercury Mambo dug into the company’s business model and brand promise through an extensive research approach, including board of directors interviews, staff and consultant interviews, quantitative study with party attendees and secondary research
• Three phased exploration consisting of: setting the stage, research & analysis, brand strategy development

Results

• A realization that the Hispanic opportunity was greater than expected and required dedicated internal resources and the latitude to be different
• Expanded new product portfolio based on Latina needs and lifestyle
• Established strategic partnership with Latina celebrity, Chef Lala