Page 104 - Tyrrells Flip Teaching Guide

THE BRAND

Chase had made up-market, independents the cornerstone
of his brand.

“It is the independent retailers whom you need to inspire

with passion, because they are the ones who recommend

you.

For Chase the choice boiled down to an old-fashioned trade-

off between costs and benefit. If a brand’s top concern is to

preserve its cachet, then the answer is probably to forego

market share in return for higher margin and a more

distinctive positioning.

However, under Milner the emphasis changed. The

company was no longer a family business – it was a profit-

oriented business where its investors were expecting a

return in their investment.

To achieve this Milner’s three-pronged strategy sought to

increase sales through:

• All UK supermarkets

• International markets and

• Increased product offering.

The focus here was profit and ROI, the means was through

brand development and distribution channel extension.