BOLDLY GO WHERE FEW MARKETEERS HAVE GONE BEFORE! HELPING A GLOBAL FMCG GIANT DISCOVER CONSUMER CENTRIC STRATEGIES

THE CHALLENGE:

A trade focused approach was preventing an FMCG powerhouse from fully leveraging its globally renowned portfolio in a high growth, emerging market that was demanding a ‘local consumer centric’ approach

BRANDSCAPES INSIGHTS

Foundational understanding within the tea category which was hitherto missing
Identifying SKU’s in the hair care category that drove trials & loyalty respectively
Determining what was putting consumers off from a washing powder brand that was immensely successful in a neighboring market
Unearthing consumer barriers to face moisturizer, where client brand were bleeding share to competition
Discovering specialist segments in the oral care space where there was a gap in client portfolio
Understanding the consumer’s media habits and the role of digital in influencing their choices

MARKETING ACTIONS:

Successful launch of their global tea brand, to suit regional preferences and tea consumption dynamics
Focused promotion of entry level sachets for their core shampoo brand, to protect leadership position
Reformulation and relaunch of their washing powder brand keeping in mind the consumers washing requirements
Rethink of brand mix in face moisturizers, launching buffer brands with a wider portfolio, including skin care expertise
Relook at the oral care strategy keeping in mind the emerging trends within the category
Reach and frequency optimization through cross media campaign strategies

OUTCOME:

Set in motion, initiatives to enable sharper planning towards brand building, allowing for agility in the short term and helped establish a strong consumer focused long-term view of the business