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 in China and Japan
- Team assessment
- Strategic mapping of business opportunities
- Developed a 3-year APAC business plan
STRATEGY
- Re-positioning the brand through upgrading distribution channels
- Implementing a new marketing and media strategy to support the upgrade
- Re-structuring the Asia team
EXECUTION
- Re-oriented the team to a new scope
- Replaced distributors in key markets
- Appointed a new distributor in China
- Conducted a retail turnaround by closing stores in Japan and Korea and opening 10 new mono-brand stores
- Managed overstock issues
- Organized innovative media and marketing events
- Strengthened strategic partnerships
- Opened and managed a direct store in Singapore
SUPPORT
- Brand management
- Cross-border marketing and PR
- Created Asia newsletter and CRM system
- Buying coordination
- Logistics and back-office
- Temporary management of the 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
- Established direct retail
Reach out to us if you wish to grow your business in Asia at info@texereadvisors.com