Brand Development Brand Strategy
25yr old manufacturing brand revived.
We go deep to unlock insight and have the courage to act. We bring the right people together to challenge established thinking and drive transformation. We work with our clients to build the capabilities that enable organizations to achieve sustainable advantage.
Case: Reviving a legacy brand in commercial kitchen equipment manufacturing industry.
Client Overview
Industry: Commercial Kitchen Equipment Manufacturing
Clientele: Restaurant chains, Cafes, Hotels, QSR's
History: Over TWO decades of operation
Challenge: Decline in brand Strength & Market Position
The
Solution
The Challenge
Situation Analysis
A well-established kitchen equipment manufacturer, with a rich history spanning 25 years, found itself struggling to maintain its market position. Despite being a preferred choice among mid-tier hospitality businesses, the brand was experiencing a downturn, underperforming in five out of nine critical brand health metrics.
Objective
The company aimed to revitalize its brand, seeking to reposition itself as a leading player in the industry. The management's goal was to address the decline and scale the brand to new heights, adjusting their business model, costing, and digital transformation.
Action Plan
- Conduct a comprehensive brand analysis
- Develop a strategic plan to strengthen brand pillars
- Enhance online visibility and user experience
- Realign business model and costing strategies
Results
- Initiated with in-depth analysis and engaging discussions with focus groups, clients, investors, and management.
- Captured insights, feedback, and suggestions to construct a comprehensive mind map.
- Conducted mystery shopping to evaluate customer service and engaged specialists for manufacturing review.
- Analyzed data to identify threats and opportunities, leading to a polished brand strategy.
- Rebranded with a new identity, achieved ISO certification, and optimized manufacturing based on expert advice.
- Introduced new product lines and the "Zero Stock Inventory Model (ZSIM)" for diverse market segments.
- Partnered with leading vendors to broaden market reach and enhance profitability.
- Tripled revenue within 18 months and surpassed industry benchmarks with a 12% increase in customer retention.
- Strengthened the bond between key stakeholders and the brand, revitalizing the brand's image and market position.
Services
The brand's journey to resurgence began with recognizing its existing value in the market and building upon it. By realigning with its core values and leveraging its established reputation, the company is now on a path to reclaim its position as an industry leader.
This case study exemplifies the importance of understanding a brand's heritage and market position when seeking growth. It highlights the need for strategic clarity and the value of a strong online presence in today's competitive landscape. The company's willingness to adapt and embrace change was pivotal in setting the stage for a successful turnaround.
Net Promoter Score
52
Customer Retention
79%
Revenue Growth
3X
New Categories
3
New Customer Segments
4
National Restaurant Awards
Upcoming Leader in Commercial Kitchen
Our Customer Perception
We worked with shiv, on various projects of ours, in our recent stint in launching our healthcare brand, shiv helped us in crafting brand strategy, helped us resolve policy measures in importing, and analyzing target audience, we are also working with him on our Luxury Home Decor brand. Highly recommended!
— Bliss Van AmsterdamReal Estate Investor, Entrepreneur
Thorough professional, always ready to go extra mile, keen analyst. Glad to work with him! will be happy to work again.
— Prasad AlluriBrand Custodian, Leading Retail Chain
Helped us in creating 3 brands, thorough professional, smart strategist, data-driven, and easy to work with, highly recommended!
— Bliss Van AmsterdamReal Estate Investor, Serial Entrepreneur
It's a blissful experience working with Shiv on personal branding, He is more like a Brand Psychologist, that understands the Long term value and help you craft an actionable strategy to grow. He is Creative and Fun to work with.
— Brendan MilesSerial Entrepreneur, Investor
Worked with him in creating our brand strategy, retail positioning, and Customer Insights, keen observer, seasoned strategist, will recommend any-day!
— Mudassir AhmedBrand Manager, QSR Franchise
He's gotta good eye, his observations really helped us revive our retail space, and helped us fixing our pricing strategy, and increase our customer retention, highly recommended!
— Mia LeeNail Salon, Owner
