Client:

Supermarket chain owner

Sector:

FMCG

Activity:

Brand development

Region:

Australasia, SE Asia

Background:

An owner of a national chain of supermarkets needed to consolidate their market positioning and to re-fresh the brand as a pilot for other group chains across SE Asia.

Approach:

The findings from a study tour across the USA was combined with international research and knowledge to establish the new brand direction and positioning.  This information became the founding background information from which the brand re-positioning briefs were formed.

A specialist team of brand retail designers was formed to deliver the new brand positioning and implementation.

The C-suite executive approved and implemented the proposed new positioning.

Outcome:

Each refurbished store increased its weekly turnover between 10% – 17%.

The engagement was extended to re-brand a chain of supermarkets in Singapore along the following lines of the new brand positioning. Following the re-branding, the chain expanded its operations into Malaysia and Indonesia.