Capability: 
Market Insight Channel Strategy
Axiom Tools: Channel Category Analysis Observational Research
Business Objective
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Increase market share against in-store private label home hand tools
Strategy
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Capture key insights through intercept interviews with store personnel and target consumers
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Consolidate disparate hand tool product names into a single brand name
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Rationalize SKUs by application and price
Results
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Increased shelf facings by 25% in less than 18 months
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Strengthened brand presence in store, mitigating private label cannibalization
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