Brandscapes Worldwide

Archives: Case Studies

  • Reinforcing E-tailer Partnerships for a Worldwide CPG Entity through Superior Shopping Experiences

    The Challenge:

    A multinational consumer packaged goods (CPG) corporation aspired to enhance its affiliations with prominent e-tailers in Southeast Asia (SEA). The primary objective was to comprehend shopping behaviors and ameliorate the user experience on these platforms.

    Brandscapes Insights:

      • Engagement Mapping: Utilizing mobile ethnography and comprehensive interviews, we charted engagement with Pure-play, Grocery.coms, and On-demand entities concerning missions, Share of Attention (SoA), categories purchased, and platform choice influencers.
      • Behavioral Shifts: We pinpointed alterations in behavior over the preceding three years regarding channel interaction – by mission and e-tailer.
      • Personas Understanding: We scrutinized various personas and their behaviors based on time, energy, and value parameters.
      • Platform Experience: We evaluated the platform experience from initial landing until the final click, gauging what users desired, what transpired, and their emotional responses.

    Marketing Actions:

    • E-tailer Engagement: We suggested engagement strategies with e-tailers to amplify or improve platform choice influencers.
    • Assortment Optimization: We recommended assortment optimization considering platform, mission, and category preferences.
    • App Enhancements: We proposed enhancements to the app to enrich the user experience.
    • Persona Prioritization: We advised on prioritizing personas for targeted communication.

    Outcome:

    Over the course of the study, the client fortified their relationships with various e-tailers by offering an impartial view of evolving perceptions, behaviors, and experiences. This case study demonstrates our commitment to aiding clients navigate complex market changes using innovative strategies. Our strategic approach and detailed analysis allowed our client to make informed decisions that significantly improved their e-tailer partnerships and user experiences.

  • Deciphering the New Mom’s Path: An In-Depth Study on Baby Care Brand Choices

    The Challenge:

    Our client, a worldwide producer of baby care items, was wrestling with a decrease in market share due to the surge of new competitors in the category. The client aimed to gain a more profound understanding of this shift in market dynamics.

    Brandscapes Insights:

    Our strategy revolved around capturing the subtle elements that influence a mother’s behavior and attitudes towards baby care brands. We probed into four key aspects: 

    • People: Who sways the mother’s purchasing decisions? 
    • Occasion: When and where do these buying decisions take place? 
    • Motivation: What propels the mother to choose one brand over another? 
    • Fulfillment: How content is the mother with her chosen brand? Through this multifaceted evaluation, we managed to segment the mothers accurately, offering a more nuanced perspective.

    Marketing Actions:

    Equipped with these insights, we were able to: 

    • Help the brand comprehend the perspective of new-age mothers. 
    • Provide insights into the rituals and needs of babies. 
    • Identify communication gaps and devise strategies to effectively reach the target audience.

    Outcome:

    Our study provided the client with a comprehensive view of how mothers interact with baby care brands. We managed to decode the primary target segment, providing essential insights for the client to regain its market position. This case study exemplifies our commitment to using data-driven strategies to deliver tangible business outcomes. Our comprehensive analysis and strategic approach enabled our client to make well-informed decisions that significantly improved their product development and enhanced their market competitiveness.

  • Unravelling Teen Beverage Preferences: A Novel Strategy in the MENA Region

    The Challenge:

    Our client, a worldwide beverage producer, aimed to gain an all-embracing comprehension of the non-alcoholic ready-to-drink (NARTD) beverage preferences among teenagers in the MENA region. The objective was to delve deeper into beverage consumption instances and pinpoint potential opportunities.

    Brandscapes Insights:

    We employed MOBITRAK™, which facilitated real-time smartphone data capture (data, images, videos) to amass rich insights across over 10,000 consumption instances: 

    • ‘Energy’ surfaced as the principal motivation for consumption, accounting for two-thirds of the recorded instances. 
    • ‘Health Maintenance’ and ‘Special Treat’ were the secondary motivations.
    • Consumption frequency escalated throughout the day, with nearly half of the instances occurring after 6 pm. 
    • Off-premises consumption peaked during the morning and afternoon. 
    • Grocery stores were the prevalent purchase channels, succeeded by Modern Trade, primarily supermarkets.

    Marketing Actions:

    Equipped with these insights, we managed to: 

    • Spotlight growth opportunities across specific instances, dayparts, need-states, and purchase channels. 
    • Identify key competitive categories competing for share of throat. 
    • Discover white space opportunities and delineate positions of strength and vulnerabilities of the client’s portfolio brands.

    Outcome:

    Our study furnished the client with an ‘in-the-moment’ perspective of the beverage consumption ecosystem among teenagers. This strategy identified emerging growth opportunities, providing the client with strategic insights to boost market share. This case study exemplifies our commitment to utilizing data-driven strategies to deliver tangible business outcomes. Our comprehensive analysis and strategic approach enabled our client to make well-informed decisions that significantly improved their product development and enhanced market competitiveness.

  • Trailblazing Customer-Focused Tactics: A Triumph in the Worldwide FMCG Industry

    The Challenge:

    Our client, an internationally acclaimed FMCG giant, grappled with difficulties in capitalizing on its product portfolio in a swiftly expanding, emergent market. The market demanded a localized, customer-oriented approach that was obstructed by the client’s trade-centered methodologies.

    Brandscapes Insights:

    We executed a thorough analysis to reveal crucial insights across multiple categories: 

    • We laid a foundational understanding within the tea segment. 
    • We pinpointed SKUs in the hair care segment that incited both trials and loyalty. 
    • We discerned factors deterring consumers from a washing powder brand that succeeded in a neighboring market. 
    • We uncovered barriers inhibiting consumers from utilizing a face moisturizer brand, where our client was forfeiting market share. 
    • We detected specialist segments in the oral care domain where the client’s portfolio had a void. 
    • We scrutinized consumers’ media habits, and the role digital platforms play in swaying their choices.

    Marketing Actions:

    Equipped with these insights, we implemented several key actions: 

    • We successfully initiated the client’s global tea brand, customizing it to align with regional preferences and dynamics. 
    • We advocated for entry-level sachets for the core shampoo brand to safeguard its leadership position. 
    • We reformulated and relaunched the washing powder brand, factoring in consumers’ washing necessities. 
    • We reevaluated the brand assortment in face moisturizers, launching additional brands with an expanded portfolio, inclusive of skincare expertise. 
    • We reconsidered the oral care strategy in light of emerging trends within the category. 
    • We maximized reach and frequency through cross-media campaign strategies.

    Outcome:

    These initiatives paved the way for sharper brand-building planning, enhancing short-term agility, and establishing a robust, consumer-focused long-term viewpoint of the business. This case study exemplifies our dedication to employing data-driven strategies to deliver tangible business outcomes. Our comprehensive analysis and strategic approach enabled our client to make well-informed decisions, significantly improving their product development and enhancing market competitiveness.

  • Boosting Morning Bonds: A Triumph in Milk Marketing across Greece

    The Challenge:

    Our client aimed to forge a powerful morning bond with their milk brand within Greece’s dairy-dense market. To achieve this, we embarked on a detailed exploration of the morning rituals from waking up to stepping outside, aspiring to understand the distinct subculture of mornings.

    Brandscapes Insights:

    We employed mobile-based self-ethnography and subjective cameras to capture an unfiltered first-person viewpoint of morning routines both within and beyond homes. This methodology illustrated a vibrant image of mornings for our insights, marketing, and creative teams. We pinpointed cultural themes, investigated family dynamics, attitudes, emotions, perceptions, key routines, activities, and the impact of the Greek crisis on morning routines.

    Marketing Actions:

    In conjunction with regional insights, marketing, and creative teams, we converted these insights into actionable communication and activation concepts. These ideas were rooted in human truths and tensions inherent in the local culture and the subculture of mornings. Further analysis led us to identify five potential morning territories that shaped a precise communication brief.

    Outcome:

    The result was a rejuvenated communication strategy and a subsequent TVC launch delivering a distinct morning milk message. This strategy incorporated subtle cues to reinforce the association between mornings and milk consumption, demonstrating the successful application of our insights. This case study demonstrates our commitment to using data-driven strategies to deliver tangible business outcomes. Our comprehensive analysis and strategic approach enabled our client to create a meaningful marketing campaign that significantly contributed to improving their brand’s connection with consumers during the crucial morning hours.

  • Revolutionizing Client Experience: A Tactical Method to Discover and Address Gaps in Home Construction.

    The Challenge:

    Our client was manoeuvring through the intricate dynamics of autonomous home construction stages. They aimed to pinpoint pivotal milestones and moments of truth that could be converted into opportunities for building robust customer relationships.

    Brandscapes Insights: 

    We delved into the qualitative insights that could propel effective solutions:

    • We recognized potent emotional and social needs as primary motivators for constructing an independent house, surpassing functional needs.
    • We delineated nine universal milestones in the process of building a home, applicable across diverse socio-economic profiles and life-stages of independent home builders.
    • We discerned specific stages inherent to each milestone, again common to all independent home builders irrespective of socio-economic profile, life stage, or geographical location.
    • We uncovered prevalent challenges, concerns, frustrations, and need gaps throughout the construction process.

    Marketing Actions:

    The identified milestones provided our client a roadmap to reassess their brand offerings, service solutions, and communication strategy. Being part of a multi-brand portfolio company, they also needed to ensure their strategies didn’t overlap with other brands under the same umbrella.

    The Outcome:

    In response to our research, the client formulated a range of solutions corresponding to the identified milestones. They are now preparing for both Above-The-Line (ATL) and Below-The-Line (BTL) launches, illustrating the successful execution of our insights. This case study showcases our commitment to using data-driven strategies to deliver tangible business outcomes. Our comprehensive analysis and strategic approach empowered our client to make informed decisions that significantly improved their product development and enhanced market competitiveness.

  • Championing Enhanced Hygiene: A Worldwide Initiative to Elevate School Sanitation and Augment Academic Performance.

    The Objective:

    A premier global FMCG brand aspired to construct a distinctive, communicable viewpoint on sanitation and hygiene within schools. Their goal was to underscore the physical and emotional repercussions of substandard school toilet facilities on children via a public relations campaign.

    Brandscapes Insights:

    • Formulating the Hypothesis: We confirmed that inadequate sanitation adversely impacted not just physical health, but also mental wellness. 
    • Acknowledging Global Issue: We emphasized that the matter of school sanitation wasn’t confined to developing countries but was a worldwide issue, prevalent even in developed nations.
    • Revealing the Unseen Link: We underscored the correlation between school sanitation and education, a connection often overlooked because parents and children rarely discuss school toilet experiences.

    Marketing Actions:

    Drawing from our insights, we pinpointed crucial actions: 

    • Underlining Correlation: We stressed the direct link between school toilet hygiene and academic achievement. 
    • Encouraging Open Dialogue: We acknowledged the necessity for open conversations about school sanitation issues to heighten awareness and incite action.

    The Outcome:

    In response to our findings, the client crafted a PR program that incorporated a unique and practical guide reflecting children’s personal experiences. This initiative ensured that the issue of poor sanitation was no longer concealed or unacknowledged, laying the groundwork for enhanced conditions in schools globally. This case study exemplifies our commitment to using data-driven strategies to deliver tangible business outcomes and societal benefits. Our comprehensive analysis and strategic approach enabled our client to create a meaningful public relations campaign that significantly contributed to improving sanitation conditions in schools worldwide.

  • Blueprint for Triumph: Fine-tuning New Beverage Variants for a Competitive Market Introduction

    The Challenge:

    A prominent beverage manufacturer aimed to assess two newly created prototypes across two distinct flavors, with the goal of benchmarking these against an existing product and market competitors.

    Brandscapes Strategy:

    Our team at Brandscapes applied our expertise to provide valuable insights: 

    • Performance Appraisal: We singled out the superior performer among the two prototypes for each variant by contrasting them with predetermined action standards. 
    • Product Enhancements: We proposed potential improvements concerning specific product attributes such as mouthfeel and sweetness to ensure the new introduction could effectively compete in the market. 
    • Market-Based Consumer Perspective: We noted that consumer opinions varied significantly by markets, primarily due to the stronger perception and presence of competitor brands.

    Marketing Actions:

    Our research yielded critical insights into the performance of the prototype versus competition, spotlighting potential areas of improvement to secure a successful product introduction.

    The Outcome:

    Based on our recommendations, the client implemented some of the suggested enhancements ahead of the product launch. This strategic approach ensured that the new variant not only met but surpassed consumer expectations, fortifying the brand’s position in the competitive beverage industry. This case study demonstrates our commitment to delivering data-driven strategies that result in tangible business outcomes. Our strategic approach and comprehensive analysis enabled our client to make informed decisions that significantly improved their product development and enhanced market competitiveness.

  • Unleashing Omnichannel Potential: A Calculated Approach to Amplifying the Shopper Experience in the Global Spirits Industry

    The Challenge:

    A prominent global spirits producer wanted to comprehend the role various touchpoints played in the shopper journey and how these could be strategically employed to accomplish specific brand objectives.

    Brandscapes Insights:

    Our team implemented a thorough strategy to this challenge:

    • Charting the Alcobev Ecosystem: We furnished a comprehensive and detailed perspective of the alcoholic beverage occasion ecosystem, considering the 5Ws (Who, What, When, Where, Why).
    • Pinpointing Jobs-to-be-Done (JTBDs): We pinpointed high-level JTBDs to optimize the potential of each touchpoint.
    • Performing SWOT Analysis: We executed a SWOT (Strengths, Weaknesses, Opportunities, Threats) analysis for each touchpoint.
    • Establishing Touchpoint Roles: We outlined the role of each touchpoint – whether it served to educate, inspire, or disrupt the consumer journey.

    Marketing Actions:

    Equipped with these insights, we embarked on decisive marketing actions:

    • Rejuvenating Owned Media Content: We injected new vitality into the brand’s owned media content to engage consumers more effectively.
    • Guiding In-Store Activations: We offered guidance for in-store activations that aligned with shopper needs.
    • Tapping into Dark Social Potential: We harnessed the potential of dark social and communicated through mobile-optimized content.
    • Maximizing Earned Media Impact: We boosted the influence of earned media to extend the brand’s reach and influence further.
    • Rationalizing Advertising & Promotion (A&P) Expenditures: We counseled on the rationalization of A&P expenditures across different media, based on the impact and effectiveness of each touchpoint.

    The Outcome:

    Our insights enabled the client to gain a comprehensive understanding of how consumers interacted with their brands across various touchpoints. These findings were critical in identifying high-level JTBDs to maximize touchpoint potential, ultimately improving the shopper experience and enhancing the brand’s performance in the global spirits industry. This case study demonstrates our commitment to delivering data-driven strategies that lead to tangible business outcomes. Our strategic approach and comprehensive analysis allowed our client to make informed decisions that significantly improved their marketing strategy and amplified shopper engagement