February 13, 2007 at 22:43Sweetbay: extreme rebranding
- Transfer
Last night I attended an event from the Boston American Marketing Association , titled "Sweetbay: Extreme Rebranding." That was awesome! I bring my notes. (I took a few paragraphs from the case of the aforementioned VIA).
Event
It was a presentation of how supermarket brand Kash N 'Karry in Florida was reincarnated as Sweetbay.. Kash N 'Karry was an unsuccessful chain of 103 supermarkets in the western part of Florida's mall. The increasing price competition from Wal-Mart and the main competitor of the market, Publix, meant that either Kash N 'Karry would do something, or she would face financial collapse. Kash N 'Karry asked VIA brand strategy company to help her create a new brand, as VIA already had a successful experience with the Hannaford Bros supermarket. Co owned by Delhaize Group.
To awaken the essence of the future brand, VIA began by developing 5 brand themes. Each topic was a reflection of the strategic position that the company intended to take in the minds of consumers in its marketplace. After extensive research, Kash N 'Karry has determined that there is no niche in the market for a company that positions itself as a fanatic of food trading. Publix's dominant competitor, included food as part of its brand positioning, but for Publix, food was not the main theme. Kash N 'Karry decided that she has the opportunity to settle in the minds of consumers, like a supermarket that specializes mainly in food. VIA performed a naming exercise for the company: 13 top managers of the company were involved in the work, who could choose a name for the supermarket,
Sweetbay is a Virginia magnolia that grows in the Florida area and local people know it well. This name evokes the image of food, thanks to the word sweet (sweet) - dessert or sweets - and bay (bay) will remind consumers of Tampa Bay, where the company itself was located. VIA then helped Kash N 'Karry design the logo. At the last minute, the director of the Delhaize Group advised me to choose the second of the three proposed options, as it was partly related to the Hannaford Bros logo. Co, which VIA once developed for Delhaize. The logo includes iconic images of food, an apple, bread, and a curl near the letter “Y” in sweetbay, indicates the passion that company employees have for their work.
Having chosen themes and finished with the design of her essence, Sweetbay set about designing the entire store and its image as part of a new brand strategy. In addition, the assortment of food that was planned to be sold, how it will be placed in their stores and what the price strategy will be, was carefully thought out. Sweetbay did not necessarily seek to continue to work with Kash N 'Karry's existing customers, she intended to attract consumers who would become big fans of the food she offers and would be willing to pay an appropriate high price for her quality. Sweetbay conducted a powerful training for its employees to be sure not only of their dedication, but also of their knowledge of food issues.
Sweetbay launched a 10-month promotion to mark the opening of its new stores. Campaign tactics included outdoor advertising, mailing lists, in-store materials, sponsoring radio programs, print ads, site signs and a new website.
results
In new Sweetbay stores, sales rose 30–40 times compared to former Kash N 'Karry sales. Publix responded by redesigning its marketing message and focusing on food. Sweetbay is currently remodeling its existing Kash N 'Karry stores in accordance with the new name Sweetbay, hoping to spend 5 to 3 years on it. The lesson I learned for myself from this story is how Sweetbay really analyzed its market to identify an empty niche, and then started developing a strategy that allowed it to position itself as a leader in its target category, food!
Steve Smith, president of marketing for Sweetbay, had a great story; he enthusiastically described how his company went through all this. In addition, as a client and a participant in the process, he talked about how rebranding is arranged from the inside, starting from the director’s insight on choosing a logo for Sweetbay and ending with why the design proposal was accepted to arrange the packaging of his goods so that they looked armored. John Coleman, head and co-founder of VIA-group, made a wonderful review about the importance of branding for the company, and Julia Brady, head of client strategy at VIA-group, went over the entire brand strategy process. , after the inception that Steve made.
English translation for:
blog.worldwebstudio.com
Event
It was a presentation of how supermarket brand Kash N 'Karry in Florida was reincarnated as Sweetbay.. Kash N 'Karry was an unsuccessful chain of 103 supermarkets in the western part of Florida's mall. The increasing price competition from Wal-Mart and the main competitor of the market, Publix, meant that either Kash N 'Karry would do something, or she would face financial collapse. Kash N 'Karry asked VIA brand strategy company to help her create a new brand, as VIA already had a successful experience with the Hannaford Bros supermarket. Co owned by Delhaize Group.
To awaken the essence of the future brand, VIA began by developing 5 brand themes. Each topic was a reflection of the strategic position that the company intended to take in the minds of consumers in its marketplace. After extensive research, Kash N 'Karry has determined that there is no niche in the market for a company that positions itself as a fanatic of food trading. Publix's dominant competitor, included food as part of its brand positioning, but for Publix, food was not the main theme. Kash N 'Karry decided that she has the opportunity to settle in the minds of consumers, like a supermarket that specializes mainly in food. VIA performed a naming exercise for the company: 13 top managers of the company were involved in the work, who could choose a name for the supermarket,
Sweetbay is a Virginia magnolia that grows in the Florida area and local people know it well. This name evokes the image of food, thanks to the word sweet (sweet) - dessert or sweets - and bay (bay) will remind consumers of Tampa Bay, where the company itself was located. VIA then helped Kash N 'Karry design the logo. At the last minute, the director of the Delhaize Group advised me to choose the second of the three proposed options, as it was partly related to the Hannaford Bros logo. Co, which VIA once developed for Delhaize. The logo includes iconic images of food, an apple, bread, and a curl near the letter “Y” in sweetbay, indicates the passion that company employees have for their work.
Having chosen themes and finished with the design of her essence, Sweetbay set about designing the entire store and its image as part of a new brand strategy. In addition, the assortment of food that was planned to be sold, how it will be placed in their stores and what the price strategy will be, was carefully thought out. Sweetbay did not necessarily seek to continue to work with Kash N 'Karry's existing customers, she intended to attract consumers who would become big fans of the food she offers and would be willing to pay an appropriate high price for her quality. Sweetbay conducted a powerful training for its employees to be sure not only of their dedication, but also of their knowledge of food issues.
Sweetbay launched a 10-month promotion to mark the opening of its new stores. Campaign tactics included outdoor advertising, mailing lists, in-store materials, sponsoring radio programs, print ads, site signs and a new website.
results
In new Sweetbay stores, sales rose 30–40 times compared to former Kash N 'Karry sales. Publix responded by redesigning its marketing message and focusing on food. Sweetbay is currently remodeling its existing Kash N 'Karry stores in accordance with the new name Sweetbay, hoping to spend 5 to 3 years on it. The lesson I learned for myself from this story is how Sweetbay really analyzed its market to identify an empty niche, and then started developing a strategy that allowed it to position itself as a leader in its target category, food!
Steve Smith, president of marketing for Sweetbay, had a great story; he enthusiastically described how his company went through all this. In addition, as a client and a participant in the process, he talked about how rebranding is arranged from the inside, starting from the director’s insight on choosing a logo for Sweetbay and ending with why the design proposal was accepted to arrange the packaging of his goods so that they looked armored. John Coleman, head and co-founder of VIA-group, made a wonderful review about the importance of branding for the company, and Julia Brady, head of client strategy at VIA-group, went over the entire brand strategy process. , after the inception that Steve made.
English translation for:
blog.worldwebstudio.com