/case studies
Corporate re-posistioning: The Tabletop Group
The need:The Tabletop Group (TTG) was a Nottinghamshire based ceramics company that desperately needed focus and a clear positioning with retailers. Having acquired the iconic ceramics brands Mason Cash (mixing bowls) and T.G. Green (striped Cornishware) and having successfully launched its own branded tableware ranges, TTG needed to give retailers a clear reason to source from them, rather than dealing directly with low cost producers in Asia.
Our work: We worked with the CEO and head of marketing to develop a clear consumer-focused strategy, that defined a coherent product portfolio, gave clear direction for future product development and delivered a powerful idea to set TTG apart.
The result: Our work was immediately adopted by TTG, resulting in rationalisation of the ‘de-focus’ areas, innovation in the areas where TTG could take market advantage and retail customers who could now understand the advantages of sourcing from TTG. Concurrent with this project we worked with TTG to create a new brand in gifting, an area that was identified as critical to TTG’s future success.
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