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Success: Ragú's Rebrand

  • October 2014
  • -
  • GlobalData
  • -
  • 12 pages

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Summary
Brand guardians can significantly benefit from developing an in-depth understanding of the reasons for the success or failure of new product launches or marketing campaigns. This case study shows how authenticity-themed design cues can regalvanize historically popular brands that lose marketplace relevance over time.


Synopsis
- Use Canadean Consumer's selection of successful and failed product launches and marketing campaigns from across the globe to inspire innovation.

- Reduce the risk of failure by learning from brands/products that have under-performed: failed innovation can severely impact profit and reputation.

- Understand the relevant consumer trends and attitudes that drive and support innovation success.

- Obtain a broader appreciation of the fast-moving consumer goods industry by gaining insights from both within and outside of your sector.

Reasons To Buy
- Why is Ragú considered an interesting case of success?

- What consumer insight underpins Ragú's success?

- What can I learn from the success of Ragú, particularly in making design cues work for my brand?

Key Highlights
As is often a risk with so-called heritage brands, Ragú's packaging was perceived as looking dated and cheap and did little to help on-shelf ranging.

Ragú is a neat example of a heritage brand flourishing under the astute brand management of new ownership. Its UK success will be the foundation for a similar approach to brand reinvigoration elsewhere.

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