TAEQ: Premium Lifestyle Private Brand
Case number:
A12-11-0020
Abstract
TAEQ was a new branding concept in the Brazilian retail market. The name represented a combination of two concepts associated with modern wellness: tao, representing balance and naturalness, and eki, representing vital energy. TAEQ was developed to become one of the leading private brands in the Grupo Pao de Acucar (GPA) portfolio. As the largest Brazilian retailing conglomerate, GPA wanted to extend its marketing reach into the evolving wellness market with the new brand concept.
Teaching
To understand private brands and their role in modern retailing
To examine the competitive practices of major retailers with focus on Fast Moving Consumer Goods (FMCG)
To explore the role that private brands play in a retailer’s strategy
To evaluate the organizational complexities of managing a private brand—from concept design to store shelf
To examine the competitive practices of major retailers with focus on Fast Moving Consumer Goods (FMCG)
To explore the role that private brands play in a retailer’s strategy
To evaluate the organizational complexities of managing a private brand—from concept design to store shelf
Case number:
A12-11-0020
Subject:
Marketing
Year:
Setting:
Geographic 2008
Length:
20 Pages
Source:
Private field