STRENGTHENING BRAND PRESENCE

WITH IMPROVED MARKET STRATEGY

Capability: Market Insight Market Strategy

Business Objective

  • To increase market share against in-store private label products in the home tool category

Strategy

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

Results

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

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