Dodge means everything from mini-vans to high-end sports cars and its merchandise program lacked focus and clarity. BSP was engaged to make order out of the chaos by developing and implementing a more thoughtful strategy for growth.
By conducting consumer research, BSP gained better understanding of merchandise, consumer segments, demographics and psychographics. This information was used to develop a new merchandise brand architecture that created four distinct segments. BSP identified and engaged new licensees that could effectively execute on the merchandising and product strategies.
The Dodge merchandise program doubled in three years after a long period of stagnation. Over $250 million of new retail sales were realized as a result of BSP’s strategy and execution.