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Case Study #3

REVITALISING A MAINSTREAM BRAND

BUSINESS ISSUES

  • Major yoghurt brand loosing relevance in adult everyday sweetened yoghurt category
  • 3 opportunities identified to gain back category leadership:
    1. Reduce reliance on price promotions by persuading  consumers that the brand is a brand worth spending money on
    2. Moving consumers from awareness to trial and then towards everyday purchase
    3. Increasing the value of the overall category to improve returns for key stakeholders

PROCESS AND TOOLS

  • Hypothesis session with key project partners.
  • Multi staged qualitative sessions to uncover category context, brand perceptions and triggers and barriers of category engagement
  • Debrief and workshop for planning future portfolio strategy and positioning

OUTCOMES

  • A successful re-launch of  the brand with 81% increase in brand awareness and 22% growth in revenue
  • 1.5pts gain in value share and 1.1.pts gain in total household penetration
  • 41% increase in repeat purchase outperforming other competitor launches
  • New brand imagery improved communications on brand appeal, fun and great taste
  • Increased growth in overall category- 40% incremental volume