Repositioning of supermarket chain
The growth through acquisition of other food retail networks and the new competitive dynamic had damaged the traditional corporate culture of the company, based on product quality and consumer orientation. Employees did not identify themselves with the brand.
It was developed a new positioning supported on the still compelling old values. The whole staff received specific training on customer service excellence, and a decisive and complete marketing programme was executed. All those actions made the company to grow a 14% the same year the sector dropped a 5%.