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Case Study 7 – Classic Brand Extension 2018-07-06T19:00:09+01:00

Creating a new
market niche
for an
established brand

Company:

Brand was a well known and well-loved brand in a highly competitive market sector with an aggressive global market leader

Problem:

Brand had been neglected by successive owners through acquisitions, ending up as a range found in the ‘Pound’ stores channel, with delistings in major grocery and health & beauty channels.

Action:

Consumer research conducted to identify opportunities to revitalise the core brand, improve product performance and extend the range into more easily defendable market niches that capitalised on its heritage and perceptions.
Core parent brand was redesigned and NPD brought improved formulations to market.
An entirely new market sector was discovered that allowed the brand to take a leadership in a highly emotive and profitable sector for parents and children.
Using NPD and ‘Influencer’ marketing techniques to launch the range, new consumers were brought into a brand that would not previously have considered purchasing.

Outputs & Results:

As an early entrant, the brand was able to dominate the new niche, and still does so today.
Sales of the total brand doubled within 2 years.
Award-winning innovation achieved rapid expansion in retailer outlets and shelf facings.
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