Brand Repositioning and Strengthening of Commercial Network

Jan 24, 2022
HOW WE HELP OUR BRANDS
 

CASE STUDY- HOME

BRAND RE-POSITIONING AND STRENGTHENING OF COMMERCIAL NETWORK

DURATION: 6 YEARS
GEOGRAPHY: APAC

The brand had suffered in its expansion in APAC due to the appointment of irrelevant dealers, vast overstock, ineffective team management, and insufficient retail presence. More importantly, the appointment of irrelevant dealers resulted in misaligned brand positioning, affecting its image and hindering its potential.

HOW WE HELP OUR BRANDS
 

OUR APPROACH

ASSESSMENT

 
  • Market presence assessment, i.e. China and Japan
  • Team assessment
  • Strategic mapping of business opportunities
  • 3-Year APAC business plan

STRATEGY

 
  • Brand re-positioning through upgrade of distribution channels
  • New marketing & media strategy to support the upgrade
  • Asia team re-structuring

EXECUTION

 
  • Re-oriented the team to new scope
  • Replaced distributors in key markets
  • Appointed new Chinese distributor
  • Retail turnaround: closed Japan and Korea and opened 10 new mono-brand stores
  • Managed overstock issues
  • Organised innovative media and marketing events
  • Strengthened strategic partners
  • Opened and managed a direct store in Singapore

SUPPORT

 
  • Brand Management
  • Cross border Marketing & PR
  • Asia newsletter and CRM system
  • Buying coordination
  • Logistic and back-office
  • Temporary management of company's team
HOW WE HELP OUR BRANDS
 

ACHIEVEMENTS

Texere supported the brand to upgrade its position in the market, by aligning it with its global image.


This has led to multiple benefits:

  • Restored brand positioning
  • Increased brand awareness
  • Structured team and reporting processes
  • Reduced vast sitting stock
  • Significant increase in retail presence and turnover across APAC
  • Direct retail

Reach out to us if you wish to grow your business in Asia at info@texereadvisors.com

 

 

Related posts

  • English
  • Italiano
  • magnifiercrosschevron-downmenu-circle