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