Positioning study for a brand launched exclusively with a supermarket chain
Context
A major food retailer wants to understand the reasons behind the lukewarm launch of a new (national) brand on its shelves..
Objective
Diagnose the brand and suggest areas for improvement in terms of brand positioning and marketing mix.
VERTONE contribution
- Carry out a diagnosis to understand the reasons for underperformance:
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- Analysis of collected data (sales, member surveysexternal and internal surveys, customer surveys...) & cross-referencing between various sources
- Comparative study between desired brand positioning and consumer perception, comparison with competitor brand strategies & identification of consumer pain points.
- Recommendations for changes to brand positioning and product marketing mix (e.g., packaging promises)
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