Commercial/Durables

Case Study: Leading Home Improvement Manufacturer

Situation
A category leader was experiencing declining sales and margins given “big box” retailer focus on private label alternatives—as well as growing low-priced competition from foreign manufacturers.

Solution
We conducted qualitative and quantitative research with DIY’ers, homeowners and contractors, identified the true strength of the company’s home improvement trademark, and defined an extension strategy with a list of do’s and don’t’s to ensure maximum growth, while preserving existing brand equity.

Results

In an effort to jumpstart sales, the company adopted our recommendation to pursue an ingredient branded strategy that leveraged the existing trademark. Meanwhile, the company’s brand extension strategy has been put into place.

Contact John Rosen for more information.