Branded Family Channel Strategy

Challenge

 

Better compete against in-store private label products by grouping disparate client's tool SKU's into a cohesive and relevant "single-brand" family

 

Strategy

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• Merge hand-tool products into a single brand platform by creating sub-brands differentiated by application and price

• Capture key insights through intercept interviews with store personnel and target consumers

 

Results

 

• 25% increase in shelf facings

• Strengthened overall in-store "brand presence" to mitigate private label cannibalizaiton