Wisner Marketing

Name

Wisner Marketing

Legal name

Wisner Marketing

Website

https://wisnermarketing.com

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

Headquarters

HQ city

Lake Forest

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D, Others

Revenue model

1. Consulting Services: Full range of consulting services including consumer and B2B marketing strategies, marketability assessments, supply chain solutions, private brand development, category management, and go-to-market strategies.
2. Research Publications: Created and published widely-publicized studies on retail and CPG topics including whitepapers, case studies, best practice reports, and competitive assessments. Clients include FMI, Specialty Food Association, and trade agencies.
3. Education & Training: Professional and industry education through executive education seminars, workshops, and developing accredited education programs. Teaching at St. Joseph's University PLMA program and conducting seminars for international trade agencies.
4. Networking Events: Manages Drive Wheel Peer Groups with semi-annual two-day meetings that enable members to effect meaningful change. Operates as part of MBC Consulting Share Group Network.

Go-to-market motion3 records

Distribution channels4 records

Marketing channels6 records

Core offering

Wisner Marketing is a B2B consulting firm serving CPG manufacturers, retailers, trade associations, and academic institutions with an integrated portfolio of services spanning marketing strategy, consumer and market research, private brand development, executive education, and industry networking through the Drive Wheel Peer Groups network. Services cover the full product lifecycle from concept to purchase, including marketability assessments, go-to-market strategy, category management, and supply chain solutions.

Product overview

Wisner Marketing is a full-service marketing, research, networking, and industry education organization focused on CPG retailing. The company offers an integrated portfolio of consulting services, research capabilities, education programs, and networking opportunities through the Drive Wheel Peer Groups network. Services span the entire product lifecycle from consumer and B2B marketing strategy, marketability assessments, supply chain solutions, market research, whitepapers and case studies, to executive education seminars and industry peer groups. The company specializes in private brand development, category management, and helping manufacturers and retailers 'make the line go up.'

Differentiator

Problem solved

Functional benefit

Products and services

• Consulting Services Full range of consulting services including consumer and B2B marketing strategies, marketability assessments, supply chain solutions, and expertise across the entire product lifecycle from concept to purchase. Targeted at CPG manufacturers, retailers, and trade associations.
• Research Services Consumer and market research including whitepapers, case studies, best practice reports, and competitive assessments. Created and published widely-publicized studies on retail and CPG topics for clients such as FMI, Specialty Food Association, and trade agencies.
• Education and Training Professional and industry education programs including trade event presentations, executive education seminars, and accredited education programs. Jim Wisner has delivered presentations on six continents, including teaching at the St. Joseph's University PLMA Executive Education Program.
• Networking (Drive Wheel Peer Groups) Industry peer groups bringing together professionals to leverage shared knowledge for developing best practice solutions. Operates 26 groups involving 140+ companies through the Drive Wheel Peer Group Network (formerly MBC Consulting).
• Private Brand Development Private brand product development services including product line development, new product sourcing, and growth strategies for manufacturers and retailers seeking to build or expand their store brand offerings.
• Category Validation and Go-To-Market Strategies Market opportunity assessments and go-to-market strategy development for companies across various categories, including market analysis and strategic positioning to support entry or expansion in CPG retail channels.

Quantifiable outcome

• Over 1,000 industry executives have participated in MBC/Drive Wheel peer group programs
• +2 more outcomes

Named customers18 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

14 partnerships are on record, tiered core, major and minor.

• Drive WheelcoreStrategic or Co-development Partner · 5 January 2022MBC Consulting Share Group Network was acquired and rebranded as Drive Wheel. Jim Wisner has facilitated MBC groups for 15+ years and continues to bring energy and new ideas to the organization managing 26 peer groups with 140+ companies.
• Global Masters of Private BrandscoreStrategic or Co-development PartnerInternational consortium of private brand experts: Jim Wisner (US), Bill Trainor (Oceana/Southern Asia), Edgar Elzerman (Europe), Tom Stephens (Canada, Korea). Presents workshops globally on capturing private brand opportunities.
• Winston Weber AssociatesmajorStrategic or Co-development PartnerCollaborated on 'Private Brand Management: A Shopper-Centric Approach' for FMI, integrating shopper-centric retailing concepts developed with Deloitte for FMI.
• SparkShoppe Ltd.majorStrategic or Co-development PartnerPartnership for digital marketing training programs. Jointly developed 100-page 'digital playbook' and delivered training sessions on social and digital marketing for Italian Trade Agency.
• Specialty Food Association (SFA)majorStrategic or Co-development PartnerConducted research including 'Understanding the Real Value of Specialty Foods' addressing economic impact of specialty foods on retailer profitability and customer loyalty.
• Food Marketing Institute (FMI)coreStrategic or Co-development PartnerJim Wisner serves on FMI Private Brand Leadership Council and committees. Developed 'Private Brand Management: A Shopper-Centric Approach' for FMI members.
• Private Label Manufacturers Association (PLMA)coreStrategic or Co-development PartnerLong-standing partnership for executive education at St. Joseph's University, store brand research, and PLMA Show presentations. Jim teaches at PLMA Executive Education Program.
• CostcomajorStrategic or Co-development PartnerDrive Wheel Peer Groups (Quality/Regulatory/Food Safety and R&D) spent day at Costco headquarters meeting with executives to expand collaboration on product development, food safety, and sustainability.
• St. Joseph's UniversitymajorStrategic or Co-development PartnerJim Wisner teaches category management in the St. Joseph's University/PLMA Store Brands Executive Education Program. Long-standing faculty relationship.
• Australia Trade and Investment (Austrade)majorGTM or Marketing PartnerChosen to assist Austrade in preparing Australian manufacturers for PLMA Show and exploring North American marketplace opportunities including webinars, store tours, and market overview.
• Italian Trade Agency (ITA)majorGTM or Marketing PartnerCompleted Top 50 Private Brand Retail Report covering US retailers' buying strategies, vendor requirements, and store brand descriptions. Third biannual update.
• ECRM MarketplaceminorGTM or Marketing PartnerPresented 'Capturing the Global Private Brand Opportunity' webinar through ECRM Marketplace platform reaching 350+ participants from 31 countries.
• Business FranceminorGTM or Marketing PartnerConducted seminar for French manufacturers looking to expand beyond their borders into US marketplace.
• IGA/Coca-Cola Retail Learning InstituteminorGTM or Marketing PartnerJim Wisner conducted Bakery Management session as part of IGA Retail Learning Institute bringing together supermarket operators from around the world.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Circana (formerly IRI + NPD): Large-scale market research and retail insights provider serving CPG manufacturers and retailers with category management and private brand analytics capabilities that compete with Wisner's research services.
• NielsenIQ: Global measurement and data analytics company providing CPG/retail insights and category management tools; competes for the same research and consulting budget at the same enterprise clients.
• Kantar: Global market research and consulting firm operating Worldpanel, BrandZ, and category management practices that overlap with Wisner's research and private brand analytics offerings.
• Acosta Group: Sales and marketing services company providing retail execution, category management, and private label services to CPG manufacturers, overlapping with Wisner's consulting and category management work.
• dunnhumby: Global customer data science and retail strategy consultancy serving many of the same enterprise retailers (Kroger, Tesco, Walmart suppliers); competes for shopper insights and private brand analytics work at much larger scale.

Direct peers

• The Partnering Group (TPG): Shopper marketing and category management consultancy serving CPG manufacturers and retailers, with closely overlapping service offerings in private brand, category management, and retail strategy.
• Daymon (Advantage Solutions private brand services): Daymon is the original private brand services specialist serving retailers and manufacturers globally; under Advantage Solutions it remains the closest direct competitor to Wisner in private label strategy, sourcing, and category management consulting.
• Willard Bishop Consulting: Retail and CPG consultancy where Jim Wisner was previously a Vice President; comparable in client base, focus on shopper insights and retail strategy, and similar boutique firm structure.

Others

• Category Management Association: Industry body for category management standards and certification; relevant as an adjacent peer because Wisner sits on related committees and the association governs much of the category management talent pool Wisner competes for.

Emerging players

• 84.51° (Kroger): Kroger's retail data science subsidiary offering category management, shopper insights, and private brand analytics; an example of retailer-side capability that both buys from and competes with boutique consultancies like Wisner.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat7 records

Key risks5 records

Key highlights5 records

Customer concentration

• Xx.com/WisnerMarketing
• Facebookfacebook.com/Wisner-Marketing-187620404616875
• LinkedInlinkedin.com/company/wisner-retail-marketing

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Wisner Marketing