Case Study: Brand Building For Growth

Case Study: Brand Building For Growth

Client Description

North American Food Company


  • Value brand with unclear brand positioning
  • Low price contributed to a negative brand perception as being “cheap”
  • Key brand/product attributes well below competition, including Private Label
  • Historically, little to no consumer marketing activity
  • Business growth achieved by deep dealing on price


  • Define a unique and relevant brand positioning
  • Deploy marketing initiatives to drive incremental sales and share

TPG Approach

  • Conducted consumer qualitative and quantitative research
  • Gained deeper understanding of attitudes and behaviors toward the category, the Client Brand and competition
  • Created a compelling brand positioning
  • Developed a series of marketing initiatives for brand re-positioning
  • Reviewed the test results, refined and launched nationwide


  • Significant target consumer growth (trial and repeat purchases) in key underdeveloped markets
  • During test period the repositioned brand was up +48%
  • Market share increased nearly 5.0 points
  • Improvement in every consumer measure (awareness, trial, key attributes)

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