SAMPLE PROJECTS

NEW BRAND DEVELOPMENT AND LAUNCH

La Lorraine Donut Project

The new brand positioning, brand identity, brand image and communication agenda were finalized based on donut market researches regarding competition, market and consumer, and concept tests. A very strong market entry was delivered. It was introduced to other countries' markets as best practice.

Despite the tight budget for the launch, La Lorraine donut immediately brought a huge additional sales to company (16 times the marketing budget spent). With high profitability and high ROI, it has made a significant contribution to company P&L.

STRATEGIC BRAND DEVELOPMENT AND COUNTRY LAUNCH

La Lorraine Brand Building and Turkey Launch

Re positioning of La Lorraine as a B2C brand in Turkey, which was positioned as a B2B brand globally. Based on researches and concept tests; positioning, brand mix and 360 degree communication agenda were prepared. Then brand equity got strengthened with perfect execution.
 

First time in its history, La Lorraine made trade marketing and visibility investment to HORECA channel, establishing brand awareness and also providing a seamless consumption journey, directing the consumers to retail for purchase and digital for engagement. The positive impact of increasing brand equity on sales was also multiplied.

PROFITABLE GROWTH WITH CATEGORY MANAGEMENT AND SHOPPER MARKETING

Groupe Seb (Tefal, Rowenta brands) Teknosa Linen Care Category Captain

In order to transform the cluttered store environment into a perfect shopping experience and to unlock the purchase; Teknosa was provided with the category captain consultancy for linen care category.

Based on the researches, the consumer segments based on motivations, the behaviors within the store and the key decision trees were studied. New segments were applied in the store in accordance with the execution guidelines such as communication principles at 3 mt - 1 mt and 1/3 mt. With clear messages and color codes, it was ensured that each consumer easily found the category, went to the specific segment that met his main need and then purchased the most suitable product with clear price benefit comparisons.

The project was shared with all countries as a "best practice".

IN-STORE EXECUTION EXCELLENCE

Migros M Bakery & La Lorraine New Design

The brand awareness, sales contribution (29 times the marketing budget spent) and orientation to retail were provided with perfect in-store execution at HORECA points.

Similarly, Migros M Bakery category was also redesigned based on new consumer-type segmentation, category management and shopper marketing guidelines. In cluttered market environment, it was ensured that the M Bakery aisle was easily noticed, then the segment value propositions were communicated correctly, and the balance between the product details and the price was clearly shown to unlock the purchase and trade-up. At the same time, the link between M Bakery and La Lorraine brands was communicated correctly, and the brand values ​​were empowered.

As a result, the sales contribution was delivered as 7 times the marketing spending.

CATEGORY MANAGEMENT AND NEW PRODUCT DEVELOPMENT

M Bakery Category and Product Launch

The sub-segments of the entire bakery portfolio were created in line with consumer needs (Artisan, Wellness, Family, To-Go). Concepts and key visuals for each segment were created. Opportunities in portfolio, based on competition and consumer needs, were identified.

Non-rotating substitute products were delisted that led to efficient management and room for communication on shelf. The portfolio included complementary products that met each consumer need within range authority with a strong proposal at all relevant price points. Product developments were made in line with the opportunity areas (sourdough artisan products and wellness products with healthy seeds).

Besides perfect shopping experience and positive impact on sales, the new portfolio also reduced the costs of inventory and increased efficiency of new product development operations.