Case Studies

Usage and Attitude: FMCG Food
Marketing strategy for 2012 has to be validated and fine-tuned. Key challenge is to quantify reasons for underperformance of three main brands. A consumer segmentation is needed to better focus marketing efforts: demographical and psycho-graphical. Media profile and behavior of key users has to be portrayed. Additionally, a NPD plan has to be developed. View More

Usage and Attitude: FMCG Beverages
Previous U&A survey done 2008, market undergone major changes, e.g. shift between segments and new segments appearing, for which KPIs not available. Need to evaluate potential for category growth, find opportunities to boost performance of key brands and measure changes in shopping behavior and media habits since 2008. Generally, U&A used heavily by the Client as the “marketing bible”. View More

Usage and Attitude: Oral Contraceptives
Measurement of the penetration of oral contraceptives and methods for prevention of unwanted pregnancy. Assessment of the attitudes towards oral contraception and more specifically, its barriers. Overall, a communication strategy has to be developed for increasing the category awareness and usage and a media profile of the target have to be identified. View More

New Product Launch: FMCG
To benefit on leveraging scale, major food brand planned for line-extension in another category. Need to verify launch decision with current and potential users, to check the sub-brand name as well as to choose between two packaging designs. Product performance also has to be assessed, along with potential areas for improvement of the entire bundle. Generally, the Client wants to capture wider audience with the new product, and more specifically late teenagers aged 14-20 years. View More

Concept Evaluation: FMCG Food
Major food producer needs to ensure a strong NPD pipeline filling. More than 20 ideas initially developed, that has to be polished and tested among broad target. Key objective is to assess the consumer appeal of the new product concepts early in NPD process and to determine which of these concepts have the highest potential for implementation. View More

Product Reformulation: FMCG Beverages
Flagship beverage brand is identified for reformulation, to improve profitability and match competitors’ taste profile. The objective is to capture wider target audience, but no alienation among the current brand users. View More

Product Reformulation: FMCG
The company needs clear directions for its products’ reformulation needs as main brands are with flattish sales trend. Previous surveys have checked other hypothesis, but potential product problems have to be also verified. The market is highly competitive, with numerous brands playing in the two most profitable price segments. The challenge is also to outline a benchmark product according to consumer preferences and depict most influential category attributes. View More

Packaging Change: FMCG Food
Following insights from a qualitative research, the company considers introducing a refreshed packaging of an well-established brand. Several options are developed and there is a need for solid argumentation which of the new designs is with highest potential to attract brand switchers and do not alienate loyals. Furthermore, a benchmark for visibility vs main strong competitor has to be established. View More

Marketing Strategy Validation: Consumer Goods
Marketing strategy for 2012 has to be validated and fine-tuned. Key challenge is to quantify reasons for underperformance of three main brands. A consumer segmentation is needed to better focus marketing efforts: demographical and psychographical. Media profile and behavior of key users has to be portrayed. Additionally, a NPD plan has to be developed. View More

Brand Awareness Evaluation: Digital Technology
Striving for share gains and improved bottom line, brands are persistently flooding the market with commercials and new product launches in an effort to become more visible and attractive to consumers. Worsened brand familiarity and appeal can quickly erode even the strongest market positions. Therefore, maintaining healthy, competitive brand awareness and preference is of vital importance to achieving sustainable organic growth. View More

Brand and Product Positioning: Digital Technology
Consumer behavior, preferences and purchase patterns are strongly influenced by perceptions. Clients need to continuously scan the market in order to identify and track the most relevant drivers of consumer choice, allowing for better understanding and approaching their respective target groups. View More

Consumer Perception Analysis: Digital Technology
Influenced by consumer perceptions, the product lifecycle may take an unexpected direction. Understanding how the different perceptions interact and impact each other may contribute to better understanding of the competitive business environment and new features and needs of the consumers. View More

Product Price Positioning
Product price positioning is among the biggest challenges in times when businesses face harsh competitive pressures and have to deal with the aftermath of the recent economic turmoil. Consumers should be convinced that the offered price of the Client’s products is Good value for money and Worth paying more for. View More