AIM

Design Strategy
for Octopus Innovation

Shanghai — 2017

AIM, an American toothpaste company, sold its license to its Chinese supplier to develop its own brand, under the same name, throughout Greater China.
In a very competitive market but yet full of potential, AIM China looked to rethink its brand and develop a new "feeling" to position itself in this growing market.

The goal was to keep the American "technology and quality" part of the original brand while developing a new approach that would cater to the very niche and eCommerce-oriented Chinese market.

Following the Blue Ocean Strategy, a proposal for several niches in the market was highlighted and potentialized.
It is now to the investors to decide which approach they are willing to invest to.

Strategic Design

Market Research

Repositioning + VI

Packaging

AIM-Rech
AIM-Positioning-Analysis
AIM-Plan-1
AIM-Plan-2
AIM-Plan-3

New market opportunities

⤷ UPGRADED   ⤷ PRODUCT   ⤷ COSMETIC   ⤷ SPORT/ACTIVE   ⤷ MEDICAL TECHNICAL

Display-Concept
Positioning-Concept
AIM-Highlight

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