STRENGTHENING BRAND PRESENCE

WITH IMPROVED MARKET STRATEGY

Capability: Market Insight Channel Strategy

Axiom Tools: Channel Category Analysis   Observational Research

Business Objective

  • Increase market share against in-store private label home hand tools

Strategy

  • Capture key insights through intercept interviews with store personnel and target consumers
  • Consolidate disparate hand tool product names into a single brand name
  • Rationalize SKUs by application and price

Results

  • Increased shelf facings by 25% in less than 18 months
  • Strengthened brand presence in store, mitigating private label cannibalization
Garage tools on a workbench

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