Global Carbonated Beverage

Identifying how to differentiate key brands in a global market

CHALLENGE

Identify how to sustainably differentiate the client’s key brands on important drivers of sales-including how to target other categories to source future growth.

SOLUTION

We used qualitative research and consumer immersions to identify dimensions that consumers used in their perceptions of the category. Using statistical modelling, we identified drivers of purchase, clearly defining attributes most relevant to consumers. Based on these key drivers, we determined our client’s brands’ strengths and weaknesses relative to competitors.

Leveraging a clear understanding of key drivers and brands’ strengths and weaknesses, we identified opportunities for the future development of the brands—both for product development and marketing messages. We also helped the client develop best practices on expanding this approach for brand differentiation to other categories and markets.

We conducted multiple phases of gathering consumer input including: workshop combining client stakeholders and consumer immersions sessions, qualitative research with category buyers and rejectors for greater understanding, and quantitative research to validate learnings.

IMPACT

Provided clear direction on where to guide client’s brands to target current and future opportunities, including key positioning themes and informed client’s product and marketing strategies.