Case Study: Brand Building For Growth
Client Description
North American Food Company
Background
- Value brand with unclear brand positioning
- Low price contributed to a negative brand perception as being “cheap”
- Key brand/product attributes well below competition, including Private Label
- Historically, little to no consumer marketing activity
- Business growth achieved by deep dealing on price
Objectives
- Define a unique and relevant brand positioning
- Deploy marketing initiatives to drive incremental sales and share
TPG Approach
- Conducted consumer qualitative and quantitative research
- Gained deeper understanding of attitudes and behaviors toward the category, the Client Brand and competition
- Created a compelling brand positioning
- Developed a series of marketing initiatives for brand re-positioning
- Reviewed the test results, refined and launched nationwide
Impact/Results
- Significant target consumer growth (trial and repeat purchases) in key underdeveloped markets
- During test period the repositioned brand was up +48%
- Market share increased nearly 5.0 points
- Improvement in every consumer measure (awareness, trial, key attributes)
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