Abstract:

It?s not often that a marketer and a researcher get together to explore, identify and work towards fine-tuning the business purpose, positioning and targeting for an ambitious start up with a global view, to birth a focused pilot. This is what helped a new startup Tracsim Pte Ltd. to launch a range of tasty, healthy, impactful snack-time foods, under the brand name of Re- (see Figure 1), across varied distribution channels and gain a noticeable share within the first six months of its pilot in Singapore. The research approach informed several aspects of the new company including branding, the product portfolio, targeting, messaging and go-to-market strategy.