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.