$147 $m
Ponto Frio
Throughout its history, home appliances retailer, Ponto Frio, has changed its positioning several times, but now the brand is pursuing a strategy built around premium. It abandoned its “all at the lowest price” discount approach and is now targeting the growing middle class and upper classes by reworking the visual brand identity and adopting the slogan “live the innovation.” The retail experience is also being reconfigured. Six concept stores were opened in Rio de Janeiro and São Paulo, the product mix was reformulated and, true to the new brand promise, each delivers technology and innovation. However, after talking about the “lowest price” for so many years, Ponto Frio will have to work hard to make this new positioning feel real and authentic.