CONTEXT & CHALLENGE
#1 brand in South-East Asia marketed with the same brand name & core benefit but with different in market executions. Core positioning limiting brand growth.
>>> How to support the brand’s future growth by stretching it outside its core business, building on the heritage & aligning the lead markets?
>>> How to support the brand’s future growth by stretching it outside its core business, building on the heritage & aligning the lead markets?
APPROACH
Set up of a cross-functional team to drive the development of a regional brand strategy to create economies of scale & drive growth via new products. Activities included market research, positioning workshop, strategy recommendation; new packaging design.
RESULTS
Implementation of the new packaging design on the existing range with an architecture ready for future products qualified via market research.
New positioning informing the resulting communication campaign developed directly by the regional team.
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