Case Study: Oscar Francois (Day n Nite)

Day n Nite is an established brand with a substantial history, entered the later stages of its product lifecycle. Recognizing the need for revitalization, the officials at OFL sought a comprehensive understanding of the brand’s current positioning. The ultimate objective was to orchestrate a strategic overhaul, reinvigorating the brand to achieve a renewed and contemporary appeal.

• Cite Up embarked on a comprehensive two-pronged research initiative, employing both qualitative and quantitative research methodologies to gain a nuanced understanding of the current brand positioning of Day n Nite. 

• This extensive undertaking involved visiting more than 65 retail locations across Trinidad and Tobago, ensuring a diverse and representative sample for analysis. 

• The qualitative component allowed for in-depth insights into customer perceptions, while the quantitative aspect involved the thorough examination of data collected from over 500 respondents. 

• The resulting analysis and detailed report provide a robust foundation for informed decision-making as part of the brand overhaul strategy.

• The existing brand positioning was identified as weak and outdated, prompting the need for a substantial upgrade.
• In response to the research findings, Cite Up delivered a comprehensive presentation to the officials at Oscar Francois Limited (OFL), showcasing four distinct brand options. 
• Each option was accompanied by requisite scores derived from subsequent research analysis.
• OFL, equipped with the insights provided, made an informed decision on the preferred brand option to proceed with.
• The new brand look, reflective of this strategic decision, is now prominently displayed in supermarkets, pharmacies and other retail establishments across the country, signaling a refreshed and contemporary image for Day n Nite.

Through a comprehensive two-pronged research initiative, encompassing qualitative and quantitative methodologies, a thorough understanding of the brand’s weak and outdated positioning was attained. Visits to over 65 retail locations and the analysis of data from 500 respondents provided nuanced insights. Armed with these findings, Cite Up presented OFL with four distinct brand options, each accompanied by requisite scores. OFL, well-informed, selected a preferred brand option, leading to the successful unveiling of a contemporary brand look now prominently displayed across the country in supermarkets, pharmacies, and retail establishments. This collaboration exemplifies the efficacy of evidence-based, strategic decision-making in achieving a refreshed market presence for Day n Nite within a competitive landscape.