FROM A COMPANY OFFERING NUMEROUS PRODUCT SKUs TO AN HOUSE OF BRANDS
A 100 year old family run company with a near stagnant turnover and over 160+ SKUs often leading to cannibalisation in the marketplace. The desire was to bring in a professional approach to business and build the foundation for future growth including a shift from manufacturing first thinking, to a brand first approach.
Thinking Journey
Original Brief
Building a brand that would help the company shift from its rural first consumer reality to a more younger urban centric consumer profile.
Defining Moment
The real challenge was rooted in organizational culture and family dynamics which had resulted in a near stagnant business reality. The key concern being a fragmented family and lack of professional input.
The Strategic Intervention
Build the organization by driving change both inside and outside, from culture and team transformation to brand first thinking.
The Solution Space
This has been a slow but fruitful journey which started from decluttering the 150+ SKUs to now offering 6 brands each with their own distinct proposition. Each brand with its own story, catering to a real consumer need in a new contemporary avatar aligned with the team’s future ambitions.
