Consumer brand repositioning: from clearance pricing to repeat purchase
Typical service scenario, not a specific client case. Shows how rebuilding the shelf price band and localising packaging break the clearance-price cycle.
| Content type | Typical service scenario — not a specific client case |
|---|---|
| Project region | Philippines |
This page describes a typical engagement pattern. It is not evidence that a specific project was completed, and contains no client-confidential data.
Background
The client's products sold mainly through low-price channels in the Philippines, with unstable volume and a low-end perception.
Challenges
- Packaging and copy did not suit local reading habits;
- Shelf prices were too low for channels to invest in display or recommendation;
- No brand investment, so repeat purchase was weak.
What we did
- Rebuilt landed cost and confirmed the old price was below a sustainable level;
- Adjusted specification and packaging, launching two price-band versions;
- Signed agreements with two regional channels including display commitments;
- Ran an eight-week retail test in three cities, tracking sell-through and repeat purchase;
- Used the data to select the lead version and promotion cadence.
Results
- Lead version shelf price rose about 18%; improved margin led channels to display actively;
- Repeat purchase rose from about 11% to 26% during the test;
- One chronically loss-making specification was discontinued.
Note
Category and brand withheld.
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