Brandscapes Worldwide

Archives: Case Studies

  • Amplifying Product Differentiation Through Strategic Packaging Redesign in the Oral Rehydration Sector

    The Challenge:

    The task at hand was to revamp the design renditions of oral rehydration products to better articulate their benefit proposition. The aim was to modernize the visual aspects to aid healthcare professionals (HCPs), pharmacists, and consumers in effortlessly differentiating between various Stock Keeping Units (SKUs). This would facilitate pharmacists in locating SKUs readily and support HCPs in prescribing accurately.

    Brandscapes Insights:

    Our team deployed a multi-faceted approach to this challenge:

    • Differentiating Variants: We examined how HCPs, pharmacists, and consumers differentiated between product variants based on association and imagery.
    • Polishing Winning Design: We suggested necessary refinements to the most successful design – the cube design.
    • Spotting Key Elements: We pinpointed the vital elements influencing variant selection across target groups (TGs).

    Marketing Actions:

    Informed by our findings, we embarked on decisive marketing actions:

    • Pack Design Identification: We identified a pack design that assured clear differentiation of benefits among all SKUs for all TGs.
    • Maintaining Brand Imagery: We uncovered a pack design that successfully preserved the brand’s imagery.
    • Transitioning Design Codes: We provided guidance on transitioning familiar codes from the existing design to the new one to maintain continuity and familiarity.

    The Outcome:

    Our insights empowered the client to comprehend the performance of different variants and pack elements among the TGs. This understanding facilitated the launch of a pack that could be easily distinguished among the SKUs, effectively fulfilling the study’s objective. Consequently, this strategic redesign has enhanced the user experience for HCPs, pharmacists, and consumers alike, granting the brand a competitive edge in the oral rehydration sector. 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 packaging design and enhanced product differentiation.

  • Revamping Product Shopping Behavior Through Packaging for a Premier Home Care Brand in Thailand

    The Challenge:

    A premier home care brand in Thailand contemplated a significant packaging modification and sought to comprehend the potential influence on product shopping behavior. The insights garnered would guide their decision on whether to implement the new packaging launch and recognize necessary improvements for optimal shelf standout.

    Brandscapes Insights:

    Our team adopted a comprehensive approach to this challenge:

    • Deciphering Shopper Heuristics: We scrutinized the mental shortcuts shoppers utilize when choosing products in this category and evaluated how the new packaging fared in this context.
    • Message Assimilation Analysis: We appraised whether key messages were efficiently conveyed through claims or visual cues on the packaging.
    • Spotting Key Elements: We identified elements of the packaging that sparked consumer curiosity and supported brand imagery.
    • Assessing Packaging Effectiveness: We compiled an exhaustive list of which aspects of each packaging design were effective and which were not.

    Marketing Actions:

    Steered by our insights, we initiated a strategic packaging redesign that aimed at:

    • Enhancing Message Comprehension: We ensured that the packaging effectively articulated the brand’s key messages.
    • Improving Visibility: We implemented changes that boosted the packaging’s visibility amongst other products on the shelf.
    • Amping Brand Appeal: We integrated design elements that heightened the brand’s appeal to its target audience.
    • Optimizing Findability: We prioritized making the product easier to locate on the shelf.

    Outcome:

    The result was a redesigned package that excelled in message comprehension, visibility, brand appeal, and findability on the shelf. This strategic alteration not only enhanced the product’s shelf presence but also positively swayed the shopping behavior of consumers, offering a competitive advantage in Thailand’s dynamic home care market. This case study exemplifies 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 packaging design and boosted product visibility.

  • Enhancing User Experience for a B2B Ordering Platform in Turkey

    The Challenge:

    A leading B2B ordering platform based in Turkey aimed to assess the user-friendliness of its website among its prime audience – retailers. The objective was to derive actionable insights that would guide subsequent interface modifications for an optimized user experience.

    Brandscapes Insights:

    Our team embarked on a thorough exploration, utilizing a comprehensive methodology that encompassed:

    • Evaluating Cognitive States: We assessed parameters like engagement, interest, valence (the balance between positive and negative emotions), and excitement to grasp users’ emotional responses to the website.
    • Studying Shopping Behavior: By examining the online shopping patterns of retailers, we extracted valuable developmental cues that were inherently intuitive.
    • Identifying Weak Spots: We located areas where the website did not meet core user expectations, underlining them for improvement.

    Marketing Actions:

    Guided by our findings, we initiated decisive marketing actions to enhance the user experience:

    • Clear Communication: We made substantial improvements in how the website interacted with its users, simplifying navigation and encouraging both new and existing customers to adopt e-commerce.
    • Addressing Pain Points: We overhauled the website’s structure to better guide and inform users, enhanced visual elements for improved engagement, and identified strategies to streamline communication and elevate the overall user experience.

    Outcome:

    Our efforts culminated in a redesigned website that prioritized user convenience. We simplified various forms and processes, significantly reducing friction in the user experience. This strategic revamp not only enhanced the platform’s usability but also positioned it for increased growth in the competitive B2B e-commerce landscape. This case study illustrates 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 website’s user experience and boosted platform usability.

  • Impact Amplification: Optimizing Pack Design for a Face Care Brand in a Competitive Retail Landscape

    The Challenge:

    In a market saturated with ‘me too’ brands and analogous pack designs, our client, a face care brand, aspired to distinguish itself and project a premium persona amid escalating competition.

    Brandscapes Observations:

    Leveraging eye-tracking at a virtual shelf, retrospective think-aloud interviews, and semiotic decoding sessions, we analyzed the role of each design element – colors, graphics, fonts, and layouts – in terms of shelf-level visibility, appeal, communication, and persuasion. In a competitive setting teeming with brands using similar color codes, we pinpointed unique elements capable of establishing differentiation and conveying premium cues for the brand, effectively attracting shopper attention at the shelf.

    Marketing Actions:

    Our insights informed not only the pack design routes to be pursued for quantitative testing but also facilitated the finalization of variant nomenclature. Moreover, the findings guided the design teams in defining a clear scope for further design development, keeping shopper and retail insights at the forefront.

    Outcome:

    The newly designed packets were subsequently launched in the markets of Indonesia, India, and Thailand, successfully introducing an updated pack design to these high-potential markets. This case study underscores 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 pack design and boosted brand visibility.

  • Mastering the Menu: Boosting Sales Through Menu Overhaul for a Bakery Chain

    The Challenge:

    Our client, a prominent bakery chain, grappled with the task of pinpointing the top sellers from a roster of nearly two dozen menu offerings. The goal was to identify irresistible selections across several Southeast Asia markets.

    Our Observations:

    Our investigation unveiled that menu items featuring culturally identifiable ingredients held more appeal to customers. These ingredients not only heightened acceptance and relevance but also established universal credibility. We discerned that health and nutrition were substantial attractions in terms of benefit platforms, and customers demonstrated willingness to pay a premium for these benefits. However, items containing less favored ingredients could still work but wouldn’t command a price premium.

    Marketing Actions:

    Informed by these insights, we redirected our attention to items with ingredients that signified health and nutrition. we acknowledged the importance of preserving food quality, as it was a crucial factor in attracting customers. We advised the brand to provide both sweet and savory options with a healthy twist. Additionally, we proposed reevaluating products with exotic ingredients, as the audience exhibited reluctance to experiment beyond their cultural palate.

    Outcome:

    Thanks to these strategic actions, the client gained clarity on which items to introduce and at what price points. They also gleaned how to effectively promote the overhauled menu to maximize sales revenue. This case study highlights our commitment to providing data-driven strategies that yield tangible business results. Our strategic approach and comprehensive analysis enabled our client to make informed decisions that significantly improved their menu and boosted sales.

  • Amplifying E-Commerce Triumph for an Alcobev Client: A Detailed Analysis

    The Challenge:

    In the cutthroat realm of e-commerce, our client, a significant player in the Alcobev sector, sought to carve out a successful strategy. The objective was to acquire a thorough understanding of both the channel landscape and shopping behavior with the aim of securing a robust presence in the online market.

    Brandscapes Insights:

    To achieve this, we embarked on a detailed exploration of the online channel’s 5W’s (Who, What, When, Where, and Why). This process enabled us to map out intricate shopper journeys for each identified occasion and prioritize touchpoints that would augment targeting and optimize investments.

    We examined the role of various offline and online touchpoints and evaluated the performance of different platform types, including Pure Play, Brick & Click, D2C, and On Demand. Moreover, we pinpointed opportunities and gaps based on how shoppers interacted with key platforms and their respective apps.

    Marketing Actions:

    Equipped with these insights, we managed to maximize ROI by identifying priority missions, journeys, and touchpoints. We enhanced the shopper experience by collaborating with e-commerce partners, ensuring that our client’s Alcobev products were optimally positioned within the e-commerce landscape.

    Outcome:

    The success of this endeavor is best reflected in the feedback from the client: “I think this EP2P project and the results stemming from it will truly set the stage for the next 2-3 years of media & e-commerce strategy in Singapore, which we are already incorporating into some of the plans for 2022.”

  • Enhancing In-Store Activation for a Top-tier Food Brand in a Post-Pandemic Market

    The Challenge:

    A preeminent Indian food company aimed to understand how the pandemic had transformed the purchase journey in traditional trade stores. With this insight, they sought to effectively leverage key in-store cues.

    Brandscapes Insights:

    • Purchase Journey Mapping: We meticulously detailed every stage of the purchase journey, from mission planning to both pre-store and in-store engagement.
    • Behavioral Shift Assessment: We assessed alterations in behavior concerning mission, planning, and touchpoints due to the pandemic.
    • Visibility Importance: We underscored the crucial role of visibility and the impact of in-store cues on impromptu shoppers.
    • Brand-Specific Actions: We offered specific recommendations for key brands regarding planning, mission, and touchpoints.

    Marketing Actions:

    • Touchpoint Utilization: We provided counsel on leveraging touchpoints in-store across various store formats and population strata.
    • POSM Prioritization: We guided the client on prioritizing Point-of-Sale Materials (POSM) to stand out amidst the clutter.
    • Planogram: We proposed using the Purchase Decision Tree for assortment and arrangement (planogram).
    • Engaging Promotions: We suggested devising promotions that engage for the category.

    Outcome:

    Our insights assisted the client in identifying growth drivers at the point of purchase and pre-store criteria to win over shoppers. This case study exemplifies our commitment to helping clients navigate complex market changes using innovative strategies. Our strategic approach and comprehensive analysis enabled our client to make informed decisions that significantly improved their in-store activation and shopper engagement.

  • Facilitating Access to Consumer and Market Data with Interactive Dashboards for Our Client’s Business

    The Challenge:

    Our client, operating within a vast and complex region, aimed to provide their business stakeholders with instantaneous access to consumer and market data. The goal was to create a single data source for all internal stakeholders, thereby simplifying the process of data acquisition.

    Our Approach:

    In response to this challenge, we devised an interactive PowerBI dashboard capable of processing 7.7 million records monthly. The primary task involved condensing and processing a substantial volume of raw database data and presenting it in a user-friendly and intuitive format. This approach allowed anyone within the organization to access crucial data swiftly and efficiently.

    Marketing Act|ions:

    Our comprehensive dashboard equipped marketing teams at global, regional, and local levels to monitor their respective categories, markets, brands, and overall organizational performance with readily available up-to-date data. The dashboard provided market views, retail channel level views, key brand level measures of 6P, and other KPIs. This tool not only significantly reduced the workload for the client’s insights teams but also served as a one-stop-shop for all consumer and market insights data needs across the organization, ensuring data consistency for the region.

    Outcome:

    The interactive dashboard facilitated timely access to key data for the region, freeing up valuable time for the insights team to concentrate on other priorities and initiatives. This case study illustrates our commitment to helping clients navigate complex data acquisition and presentation challenges using innovative dashboard solutions. Our strategic approach and comprehensive analysis enabled our client to make informed decisions that significantly improved their data accessibility and consistency.

  • Enhancing Business Planning with User-Focused Forecasting Solutions for Our Client’s Global Beverage Company

    The Challenge:

    Our client, a top global beverage company, sought a cost-effective, time-saving forecasting method to streamline its business planning cycle. The goal was also to standardize the forecasting process across all regions.

    Our Approach:

          1. User-Friendly Interface: We created an intuitive interface that enabled client users to carry out forecasts without the need for knowledge of statistical methods or software.
          2. Optimized Forecasting Techniques: Our tool evaluated a range of forecasting techniques – both traditional and state-of-the-art – to provide the most accurate forecast possible.
          3. Excel-Based Interface: We implemented a Microsoft Excel-based interface for straightforward forecast execution. Open-source statistical software powered the backend operations.

    Marketing Actions:

    The forecasting tool we provided harmonized the approach to business view and forecast creation across different regions. By delivering a higher level of forecasting accuracy, the tool minimized the effort and expense associated with the company’s planning activities.

    Outcome:

    Our tool amplified system capability, facilitating faster, more cost-effective, and robust forecasting. It ensured alignment across all regions, resulting in more accurate business planning. This case study demonstrates our commitment to helping clients navigate complex business planning challenges using innovative forecasting solutions. Our strategic approach and comprehensive analysis enabled our client to make informed decisions that significantly improved their business planning effectiveness.

  • Increasing E-commerce Conversions by Identifying High-Purchase Propensity for Our Client’s Online Jewellery Chain

    The Challenge:

    Our client, a leading online jewellery chain in India, aimed to identify and target website visitors who demonstrated a higher propensity to make purchases, with the goal of enhancing conversion rates.

    Brandscapes Brew Insights:

        1. Data Mart Creation: We constructed a Data Mart offering a unified view of each customer. This included basic variables such as age, location, pages visited, events clicked, past transaction details, queries, and complaints. It also incorporated derived variables like the customer value index, engagement index, time spent on the website, and the number of media channels used.
        2. Ensemble Model Development: We condensed over 600 event and 40 transactional variables down to an efficient number of variable components. With these, we developed an ensemble prediction model for each segment using logistic regression, random forest, and support vector machine models. This model was designed to predict visitors with high sales potential.

    Marketing Actions:

    Armed with insights from our model, the client segmented their website visitors and customized marketing activities for each group. These activities included offering greater incentives to those with lower purchase propensity scores, introducing subscriber retention offers, and assigning concierges to re-engage subscribers at risk of churn.

    Outcome:

    Our propensity model empowered the client to more effectively target their visitors. A significant outcome was the identification of 30% of visitors who made up 70% of the high purchase propensity segment. Our strategic approach and comprehensive analysis enabled our client to make informed decisions that significantly improved their e-commerce conversions. This case study is a testament to our commitment to helping clients navigate complex marketing challenges and achieve their business objectives.