[THE brief]
As part of its pre-acquisition due diligence for the proposed investment in PS.Cafe, our private equity client briefed us to assess the brand’s value and growth potential. The goal was to gain a clear understanding of the brand’s value proposition and positioning and overall appeal.
[THE APPROACH]
Firstly, we conducted a thorough brand audit, engaging with the founders and staff, reviewing business strategies and determining the brand assets and strength from an inside-out perspective. We also visited proprietary and competitor outlets across key markets, observing operations and speaking to customers.
Secondly, we tested different brand concepts with customer across regional focus groups – looking for overall appeal and potential to scale up. This comprehensive approach provided necessary insights to determine brand value and growth opportunities.
[the insight]
The brand concepts resonated strongly with consumers during the research, with key brand attributes being perceived by customers as unique and highly appealing.
Among positioning territories tested, one stood out as particularly compelling, This positioning then formed the foundation of the PS.Cafe’s future branding and growth strategies.
[THE OUTCOME]
A positive brand assessment was presented to the private equity firm’s investment committee, underpinning the team’s recommendation and supporting the acquisition of PS.Gourmet.
This led to the successful acquisition and growth of the PS.Cafe brand in Singapore and abroad.
