Client Description

Regional Supermarket Retailer

Background

Very successful supermarket retailer that was facing an emerging field of diverse competitors. With a solid base of loyal shoppers, the retailer needed to reestablish and communicate a meaningful proposition vis-à-vis the competitors. As a traditional supermarket chain, identifying and articulating a meaningful proposition, bridging the past with the future, would be a formidable challenge.

Objectives

Identify and market a new point-of-difference, a new proposition to their target shopper.

TPG Approach

• Through research and analysis, TPG validated the future relevancy of the client’s target shopper.
• TPG completed a consumer and retail analysis for the entire portfolio
• TPG helped the client prioritize the portfolio based upon multi-faceted criteria
• TPG assisted the client in creating the new proposition and communication brief

Impact/Results

• Successful repositioning within the marketplace
• New advertising format
• Reallocation of advertising and merchandising resources to priority departments