TAEQ was a new concept of branding in Brazilian retail market. The name is a combination of two concepts related to modern health: Tao, representing balance and naturalness, and eki representing vitality. TAEQ was designed to be one of the leading brands in the private Grupo Pao de Acucar (GPA) of the portfolio. As the largest retail conglomerate in Brazil, GPA would like to extend their marketing reach to emerging health market with a brand new concept. "Hide
by John Zerio, Sebastian Gonzalez Source: Thunderbird School of Global Management 20 pages. Publication Date: December 10, 2011. Prod. #: TB0295-PDF-ENG
Related Case Solutions & Analyses:
Wal-Mart Stores in 2003 (Abridged Version)
A.J. Washington: Retaining an NFL Star
Wily Technology: Interview With Lew Cirne and Henry McCance Video
South African Airways (B)
Stephen Brown at John Hancock Financial Services
Charles Schwab: Category of One
Agrochemicals at Ciba-Geigy AG (A)
Assignment solution
SPACE AND LIGHT STUDIO
Sales Management A Research on performance improvement
