As the Indian market adapts to organized retail, Aditya Birla (AB) saw the opportunity to introduce a better grocery shopping experience into the Indian market. AB approached FITCH to explore the opportunity and ultimately launch the store.
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Grupo Modelo asked FITCH to articulate a global brand position that could remain relevant to local markets around the world. Eight countries, one hundred interviews and ten Global Truths later, FITCH developed a global brand strategy for Corona that was brought to life through a research report, a travel journal and a comprehensive internal brand guidelines kit.
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