Commercial Turnaround and Brand Revitalisation
CASE STUDY - FURNITURE
DURATION: 6 Years
GEOGRAPHY: South-East Asia, Taiwan, Korea, and Japan
The company had always worked in South East Asia through an agency. While competitors were growing in the region, the company’s results in terms of branding as well as turnover generated were far from satisfactory.
The agency had not invested in brand awareness activities, nor in building up and supporting an organised commercial network, thus damaging the company's reputation and hampering its business growth potential.
OUR APPROACH
ASSESTMENT
- Market presence assessment
- 3-Year business plan
STRATEGY
- Dealers exclusivity
- Retail presence
- Branding
- Innovative targeted marketing activities
EXECUTION
- Appointed new dealers and replaced unsuccessful ones
- Opened new branded showrooms
- Restructured the commercial strategy
- Appointed multiple strategic partners in Japan (!)
- Proactively pitched and engaged with media and A&D
- Organised Asia regional dealers' meeting
- Implemented major marketing and innovative branding initiatives
- Organised educational trips and workshops
SUPPORT
- Brand Management
- Cross border Marketing & PR
- Buying support
- Newsletter to Asia database
- Logistic and back-office support
ACHIEVEMENTS
Texere provided the brand with market knowledge, intelligence, and tools to better approach it while designing an appropriate brand strategy.
This has led to multiple benefits for the brand:
- 4x turnover growth
- Revitalised the brand
- Implemented a systematic approach to the market
- Transferred market know-how
- Appointed a resident Market Manager
Reach out to us if you wish to grow your business in Asia at info@texereadvisors.com