Case Studies

Under increasing competitive pressures, Arch Chemicals recognised the need to change their approach to the market to ensure that they remain the No.1 choice in sanitisation products for home swimming pools.

The Brief

HTH is an iconic brand that has, since its creation, been the mainstay of chemical sanitisation products for swimming pools.  Under increasing competitive pressures, Arch Chemicals recognised the need to change their approach to the market to ensure that they remain the No.1 choice in sanitisation products for home swimming pools.  At the same time, they had to also protect their pillar product, granular chlorine, from further volume erosion by newer generation products.

The Challenge

To assist the client in achieving a paradigm shift in the way in which they approached the market - from being innovation and product-led, to becoming consumer needs driven, thereby ensuring relevance in their innovation and communication.

Help reposition the brand and the product portfolio to ensure future sales growth and arrest the decline in granular volumes

Project Deliverables

• Comprehensive market segmentation
• Segment prioritisation and planning, to define focus and key objectives
• Portfolio strategy, to align the product offering to the segment needs
• Brand positioning  to refresh the HTH brand
• Communications strategy  to launch new products and guide summer campaign initiatives
• Redesign of the product packaging to align with the new positioning and reignite excitement in the category
• Annual brand health tracking to quantify the segmentation model and provide annual brand KPIs for the planning cycle

The Outcome

A refreshed brand that has relevance in the existing and new generation markets, with positive feedback from trade, consumer and business results.

Comments from trade partners, where it was well received:

"Maintains its origins, but puts a modern twist on things"

"Refreshing, but still has its distinctive assurance of quality"

"Looks clean & professional - like sparkling water"

Reactions from the consumer:

Positive changes inbrand attribution and communications take outfrom the consumer, as measured in the annual tracker (2010)

And positive business results:

• Granular category stabilised
• Year-on-year increase (2009/2010) in bulk granular sales
• Brand value share increase (2008/2010) over the duration of the project & roll out