Grayson AssociatesConsultants in Marketing
Grayson Associates, founded by Suzanne and Robert Grayson, is a marketing and management consulting firm whose expertise has been utilized by leading packaged goods and beauty industry marketers, retailers, venture capital firms, and a wide variety of industrial and financial companies. Activities include all phases of marketing--advertising, product and line positioning, segmentation, new product development, distribution, direct marketing (web, catalog, infomercial), acquisition and merger analysis, service development, new channel opportunities, and the like.
Much of the recent work has been in the areas of repositioning/revitalizing brands for a variety of marketing companies, utilizing all facets of the marketing mix. The partners are currently deeply involved in alternative channel development and are leading exponents of database marketing for retailers and package goods marketers. The partnership is actively analyzing acquisitions and providing recommendations for venture groups and marketing companies. In addition, the partnership has been increasingly used effectively as expert witnesses in a variety of cases involving marketing disputes.
Suzanne and Robert Grayson produced the cosmetic
industry's trade show, CosmoExpo (1972-1985) and
are the founders of HBA Global Expo, the
international trade show and conference for the
cosmetic, fragrance, and personal care
industries. From its inception, and for 15
years, they consulted and directed the seminar
programs, created and directed the International
Packaging Award, and the Awards Program. In 2007
they established the Grayson Conference
Division. ACCELERATING THE FUTURE,
Ingredient/Technology Conference is set for
March of 2008. Together they have produced
marketing workshops and seminars in the United
States and in Great Britain on a variety of
subjects, among them new product positioning,
fragrance positioning and marketing, corporate
repositioning and advertising
Suzanne and Bob Grayson also write the column, THE GRAYSON REPORT, a marketing analysis newsletter for the cosmetic/toiletry industry published in the leading trade magazine, Household & Personal Products Industries (HAPPI). This newsletter is now in its 33rd year.
The latest thrust of Grayson Associates consulting is advising potential acquirers of businesses of the "true" marketing potential of the subject company. In this capacity they work for venture groups, financial institutions, and marketing corporations. An adjunct to this enterprise is the development of a methodology for analyzing acquisitions for marketing companies, now an active part of their consulting practice.
A partial list of clients served includes AT&T, Avon, Citicorp, Bristol-Myers, 7-Eleven, Chanel, Gillette, Pfizer, Procter & Gamble, Estee Lauder, several advertising agencies and financial consultants.
The company has recently launched TheBrandAudit, a proprietary new methodology to measure the potential success or failure of new products. The technique also can be customized to evaluate existing products, lines or brands in terms of marketing strengths and weakness to stimulate new energy and growth. (Please visit www.TheBrandAudit.com for further details.)
In 2007, they followed with theAdAudit, also a
proprietary system to determine the effectiveness of print advertising.
(Please visit
www.TheAdAudit.com for further information.
Suzanne and Bob Grayson also write the column, THE GRAYSON REPORT,
a marketing analysis newsletter for the cosmetic/toiletry industry published
bi-monthly in the leading trade magazine, Household & Personal Products
Industries (HAPPI). This newsletter is now in its 35th year. Suzanne
Grayson writes the bi-monthly column in HAPPI, for theBrandAudit.
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