Brandscapes Worldwide

Archives: Case Studies

  • Developing Profitable Pricing Strategies for Our Client’s Global Beverage Brand

    The Challenge:

    We were tasked with the development of an analytical model to determine the ideal price for our client’s globally recognized beverage brand.

    Brandscapes Brew Insights:

      1. Hypothesis: We initiated our process with a hypothesis that escalating prices could result in a decrease in market share. However, we believed there existed a pricing spectrum where brands could continue to be profitable, command a premium, and not sacrifice their market share.
      2. Market Research: We scrutinized historical data from over 30 markets, each with varying levels of economic and category maturity. This examination allowed us to understand how price variations impacted market share performance. Our past work had provided us with the crucial metrics that drove market share.
      3. Analytical Model: We utilized correlation and factor analysis to craft a model that incorporated a new metric—our client’s brand’s Ability to Charge Premium (ABCP).
      4. Model Validation: We generated a One Number Score (ONS) for each market and compared these scores over the previous four years. This comparison helped validate our model against past price increases. The model accurately predicted changes in market share based on modifications in the price index and ABCP Score.

    Marketing Actions:

    Following our analysis, we offered strategic recommendations for managing the client’s brand across markets:

    • Right-priced markets: Maintain the existing pricing strategy.
    • Overpriced markets: Improve Equity, Execution, or manage price.
    • Underpriced markets: We identified a potential for a premium increase.

    Outcome:

    The ABCP ONS model has since become a critical tool in long-range planning, aligning price with the brand’s inherent performance. Our strategic approach and comprehensive analysis enabled our client to make informed decisions that significantly improved their pricing effectiveness.

  • Maximizing ROI: Our Client’s Journey to Marketing Effectiveness in the Global Pharma Industry

    The Challenge:

    Our client, a major player in the global pharmaceutical industry, faced a significant challenge. They needed to evaluate the influence of their diverse marketing activities on sales.

    Brandscapes Brew Insights:

    • In response to our client’s needs, we utilized our proprietary Brandscapes Marketing Mix Modelling (MMM). This approach aimed to answer essential business queries:
      • What was the contribution of each marketing activity to sales?
      • What was the sales elasticity in response to spending on each activity, and where was the saturation point?
      • How efficient were the expenditures for each activity?
      • What was the return on investment (ROI) across various marketing activities?

      We used a simulator to establish the optimal spend mix and recommend budget allocation.

    Marketing Actions:

    Our analysis equipped our client with the knowledge to pinpoint the most effective marketing channels (such as detailing, in-clinic, digital, etc.) to attain their marketing goals and maximize returns. With this newfound understanding, they could optimize their spend levels in alignment with their market conditions and organizational realities.

    Outcome:

    The outcome of our collaboration with the client was the optimization of their marketing spends. This process helped maximize ROI from each activity, all while maintaining the same budget. Our strategic approach and comprehensive analysis enabled our client to make informed decisions that significantly improved their marketing effectiveness.

  • Dispelling Misconceptions, Igniting Growth: The Market Revival of a Premier Lotion Brand

    The Challenge:

    Despite holding the position as the market’s most prominent brand, our client found themselves losing traction to rivals who demonstrated a superior comprehension and utilization of evolving consumer tastes.

    Brandscapes Brew Insights:

    • Our examination disclosed that the client’s competitors were advancing in crucial winter-centric regions by appealing to new consumers. These adversaries exploited affordable pricing messages and celebrity endorsements within their promotional efforts.
    • Conversely, the client’s brand communication fell short in raising awareness levels, despite a high Share of Voice (SOV). It became evident that significant category usage barriers remained unaddressed in their messaging.
    • The client’s packaging labels were devoid of critical right-to-buy (RTB) information, such as the duration of skin protection and guidance on skin type, which consumers deemed essential prerequisites. Competitors, meanwhile, aggressively marketed their smaller packs to stimulate trials and conversions.

    Marketing Actions:

    To counter these challenges, we devised and executed the following strategies for our client:

    • We launched targeted marketing campaigns in specific winter-heavy regions to counteract competitor progress.
    • We overhauled our client’s communication to address key consumer usage barriers, such as post-application stickiness and time constraints.
    • We refined the pack literature, furnishing details such as the suitability of the product for various skin types.
    • We amplified distribution in certain regions to thwart competitors from making further inroads.

    Outcome:

    The initial response to our revamped marketing actions proved highly encouraging. These strategic changes aided the client’s brand in reversing its decline and reclaiming its market position.

  • Brewing Triumph: Reinvigorating the Growth of Our Client’s Global Tea Brand in Key Regions

    The Challenge:

    Our client, a renowned global tea brand, grappled with a deceleration in its significant markets – India, Pakistan, the United Arab Emirates, and the United Kingdom. Deciphering the reasons behind this stagnant performance was imperative to secure continued growth for the client’s tea portfolio.

    Brandscapes Brew Insights:

    • Our comprehensive analysis unfolded several crucial insights:
      • Black tea held a commanding market presence, yet an emerging inclination towards novel segments like fruit/herbal infusions was observed, particularly in more advanced markets such as the UK and UAE.
      • In burgeoning markets like India and Pakistan, local unbranded tea options were widespread. Our client’s brand primarily sourced from these unbranded users, emphasizing the need to distribute smaller packs to continually stimulate trials.
      • Negative impressions of packaging and perceived poor quality were troubling areas in the UK and Pakistan.
      • The overall distribution posed a challenge in the UK and the UAE, with rival brands expanding their share through superior shelf presence. Our client’s brand faced difficulties converting trial users into recurring customers across markets due to weak distribution strength in pivotal regions.

    Marketing Actions:

    In light of these insights, our client’s brand executed the following strategies:

    • They addressed the perceived quality issues and ameliorated pack perception through targeted communication.
    • They overhauled the distribution of small packs in developing markets to persistently transition unbranded consumers to their portfolio.

    Outcome:

    These strategic marketing manoeuvres resulted in encouraging initial responses, signifying a positive reversal for our client’s brand. The efforts invested in improving product perception, addressing quality concerns, and enhancing distribution tactics were instrumental in driving this revitalization. This case study illustrates the power of data-driven insights and strategic action in overcoming market challenges, driving brand growth, and securing a strong foothold in key markets.

  • Revolutionizing Snack Industry: Successful Strategies in Morocco

    The Challenge:

    A top snack manufacturer sought to comprehend emerging trends among Moroccan consumers and their potential impact on the business.

    Brandscapes Brew Insights:

    • Our comprehensive research revealed several key insights concerning the Moroccan market:
      • The education level and average age of Moroccan consumers was seen rising, indicating a more discerning and informed consumer base.
      • The tension between religious restrictions and the allure of the Western world causes internal conflict; however, respect for values and traditions remained strong. Interestingly, emigration was often viewed as a status symbol, demonstrating a complex interplay between modern aspirations and traditional norms.
      • Women in Morocco aspired to an egalitarian culture but aimed to balance modernity with tradition in a hierarchy-driven society. This insight underscored the importance of nuanced messaging that respected these cultural subtleties.
      • Millennials were instigating a cultural revolution, largely facilitated by mobile internet, which provided them with a platform for self-expression. This trend had significant implications for digital marketing strategies.
      • Food trends reflected a strong Western influence, with affluent consumers embracing vegan, organic, and diet-friendly options. This shift presented opportunities for product innovation and diversification.

    Marketing Actions:

    Based on these insights, the client implemented the following strategies:

    • Developed healthier product options to appeal to older, more discerning consumers.
    • Utilized Western settings in advertisements, demonstrating respect for traditional values.
    • Portrayed strong-willed women who respect traditional values and balance work and home life in their marketing campaigns.
    • Built digital platforms to provide a space for youth expression, tapping into the millennial drive for self-expression and digital engagement.

    Outcome:

    By basing the communication strategy on a deep understanding of human truths and tensions, the client brands resonated better with consumers. This alignment between our client’s brand and consumers’ realities led to incremental growth, demonstrating the power of insights-driven marketing. Our case study serves as a testament to the effectiveness of closely observing and responding to cultural and consumer trends in shaping successful business strategies.

  • Tobacco Brand’s Strategic Expansion into South America: A Success Story

    Challenge:

    The European Union’s increasing regulations and taxation posed significant growth challenges for tobacco companies, prompting them to explore opportunities outside the EU. This case study details how one such brand, guided by insights from Brandscapes Worldwide, successfully expanded into the South American market.

    Brandscapes Brew Insights:

    Brandscapes Worldwide’s research revealed distinct consumption patterns in South America. A different format of tobacco product emerged as a significant segment, with an increase in tobacco consumption among women and teenagers. Low tar and flavored cigarettes gained popularity among women, while teenagers showed a strong inclination towards reduced-risk products like vaporizers. Smokeless tobacco products also gained traction among the youth.

    Two multinational companies dominated the South American tobacco market, holding approximately 85% of the market share. Hotels, restaurants, and cafes (HoReCa) and grocery stores were the primary channels for tobacco products. Key markets for machine-made and hand-made cigars were identified, along with consumer preferences and trends across these markets.

    Marketing Actions:

    Following Brandscapes Worldwide’s recommendations, the brand launched its products in South America, focusing on the identified key markets. They introduced flavored tobacco products targeting women and leveraged key retail channels like grocery stores to enhance distribution.

    Outcome:

    The brand’s launch in the South American market was met with encouraging performance, confirming the success of its strategic expansion. This case study serves as a prime example of strategic market expansion, demonstrating the importance of thorough market research and informed decision-making in achieving business growth.

     

  • Boosting Revenue Through Premiumization: A Client Success Story

    Challenge:

    Our client, a top-tier consumer goods business, aimed to boost their revenue by capitalizing on the premium market. The hurdle was to define this premium segment, pinpoint market opportunities, determine growth areas, and devise a winning strategy to captivate their target audience. The company sought to comprehend the market potential, the strength of their brand, and the crucial performance indicators (KPIs) that would empower them to implement premiumization effectively.

    Approach:

    To tackle this challenge, we designed a universal framework to steer our client’s premiumization initiatives. The framework comprised three stages: defining the premium segment, crafting a playbook for success in the premium market, and grouping markets based on their potential and the strength of our client’s brand.

    Insights:

    Through an in-depth analysis of SKU level data, we discovered that premiumness is product-specific, enabling our client’s brand to offer both affordable and premium options. Comparable Price Indices were employed to establish the appropriate price thresholds for premium products within the category. We determined the market potential and brand strength by considering factors such as the size and growth rate of the premium segment, our client’s share in the premium market compared to their overall share, and macro factors like the GINI Index, disposable income, and per capita consumption.

    Marketing Actions:

    Based on the insights generated, we developed a playbook for our client to succeed in the premium sector. This playbook offered strategic guidance for our client’s brands to innovate, create premium offerings for suitable occasions, and execute disciplined strategies. It underscored the necessity of making wise decisions and minor adjustments while maintaining robust execution fundamentals. The playbook also emphasized the importance of aligning premiumization efforts with the overall Revenue Growth Management (RGM) strategy and utilizing the OBPPC (Occasion, Brand, Pack, Price, Channel) framework.

    Outcome:

    By implementing the universal framework and adhering to the playbook, our client successfully boosted revenue growth through premiumization. Defining the premium segment enabled the client to identify and prioritize opportunity pockets, facilitating targeted marketing attempts. Our client’s brands managed to innovate, stand out from the crowd, and encourage participation in the premium segment. Consequently, the client expanded their market share with a robust premium portfolio. The disciplined implementation of premium strategies improved business metrics and positioned our client as a leader in the premium market.

    Overall, our client’s focus on premiumization, guided by the developed framework and playbook, turned out to be a successful strategy for boosting revenue growth and capturing the target audience seeking either functional or emotional benefits from premium offerings.

  • Uncovering a Global 1.3 Billion Unit Opportunity amid Economic Downturn through Affordable Pack Analytics

    Background:

    In the wake of a worldwide economic downturn, businesses, especially within the consumer goods sector, faced substantial hurdles. Armed with over a decade of document analyst expertise, our task was to unearth and interpret potential growth avenues during this demanding period. Our primary focus was affordable pack analytics, with the objective to gauge the prospective market size, accessibility, and reach of these packs. The end goal – discerning whether the company’s portfolio comprised affordable packs and its readiness to serve budget-conscious consumers amidst a looming recession.

    Approach:

    The challenge was tackled using a comprehensive strategy involving analytical modeling. The initial step was to ascertain the distribution accessibility and reach of affordable packs across various markets. We analyzed the unique distribution of these packs in the top 60 markets. The effects of broadening the distribution and lowering prices of affordable SKUs in each market were evaluated. A market simulator was employed to assess the combined impact of these strategies on revenue and profit.

    Insights:

    The analysis yielded several critical discoveries.

    • Firstly, we determined if the company’s portfolio included affordable packs, crucial for gauging its preparedness for serving price-sensitive consumers during the downturn.
    • Secondly, we estimated the population percentage capable of affording these packs, providing invaluable insights into the potential market size. The strategic grid analysis identified the ease of availability of these packs to target consumers.
    • Moreover, the analysis pinpointed the markets requiring proactive actions before the recession.
    • Lastly, the opportunity size was quantified at a staggering 1.3 billion unit cases globally.

    Marketing Actions:

    Based on these findings, several marketing measures were proposed.

    • Primarily, the company needed to evaluate its portfolio and ensure the inclusion of affordable packs. Where necessary, new affordable pack offerings should be introduced.
    • Secondly, strategies to broaden the distribution and lower the prices of affordable SKUs should be executed in the identified markets. This would help seize the potential revenue and profit opportunities.
    • Additionally, the company should concentrate on ensuring the availability of affordable packs to the target consumers, as indicated in the strategic grid analysis.

    Outcome:

    Implementation of the proposed marketing measures led to favorable outcomes for the company. By including affordable packs in its portfolio and catering to budget-conscious consumers during the downturn, the company successfully tapped into a global 1.3 billion unit case opportunity. The broadened distribution and reduced prices of affordable SKUs in the identified markets resulted in significant revenue and profit growth. The strategic focus on market accessibility and reach ensured that the packs were easily available to target consumers, further strengthening the company’s market position.

    To sum up, by leveraging affordable pack analytics, the company expertly identified and capitalized on a global 1.3 billion unit case opportunity during a recession. This approach, which involved estimating distribution accessibility, reach, and market size, as well as evaluating potential marketing actions, led to considerable revenue and profit growth, underlining the significance of strategic analysis and action even in challenging economic times.

  • Revolutionizing Global Market Reporting: A Case Study

    Background:

    A global beverages leader faced challenges in accurately measuring market and share data due to incomplete coverage and blind spots in the Retail Measurement System (RMS). The company recognized that relying solely on one data source limited their understanding of market dynamics and hindered decision-making. The blind spots, particularly in on-premise sales, created gaps in their knowledge of market share and performance. Additionally, the coverage gaps varied between markets, making it difficult to develop a consistent estimation model across all regions. The company needed a comprehensive solution to address these challenges and obtain a holistic view of the market.

    Approach:

    To overcome the limitations of the RMS and achieve a comprehensive market and share computation, our team at Brandscapes developed an automated system called the Market & Share Reporting Transformation. This system utilized industry estimates from syndicated data sources such as Nielsen, along with internal shipments data and advanced analytics. Our advanced analytics team leveraged the client’s annual evaluation of the market to guide projections and estimations, while also using monthly variations to identify movements reflective of the overall market picture. The approach aimed to establish projections, automate data combination, and achieve worldwide scalability.

    Insights:

    By merging multiple data sources and utilizing advanced analytics, we were able to generate valuable insights.

    • The algorithms used in the system bridged data sets, calibrating intersections to estimate blind spots with minimal error. This allowed for more complete coverage of competition and a consistent approach across all markets.
    • The comprehensive data analysis provided insights into our client’s volume performance compared to the competition, enabling a better understanding of market dynamics and identifying areas for improvement.
    • The insights generated through this approach helped our client teams make data-driven decisions and optimize their marketing strategies.

    Marketing Actions:

    Armed with the insights generated through the Market & Share Reporting Transformation from Brandscapes, the company implemented several marketing actions.

    • They expanded their sources from one supplier to multiple, aiming to increase value by complementing information.
    • Our client focused on reducing blind spots in each market by placing investments where there were gaps in knowledge.
    • Advanced modeling and projections were used to assess 100% of the available market, ensuring a more accurate understanding of market share and performance.
    • Additionally, our client aligned their marketing efforts with the insights gained from the comprehensive market analysis, allowing them to target specific regions and channels more effectively.

    Outcome:

    The implementation of the Market & Share Reporting Transformation yielded significant outcomes for our client. By expanding data sources and reducing blind spots, we helped the client achieve more stability throughout the year, reducing the risk of year-end surprises. The correlation between market share and growth improved, as our client focused on increasing value rather than relying solely on coverage. The automated system led to a 95% reduction in turnaround time, allowing for more timely decision-making. The consistent estimation model established by our Brandscapes analysis across all markets provided a standardized approach to market and share reporting. Overall, our clients achieved a more comprehensive understanding of the market, enabling them to make informed marketing decisions and improve their performance.

  • Redefining Masculinity: A Skincare Brand’s Triumph in Male Face Care

    The Challenge:

    Despite male face care presenting a vast, untapped potential globally, it remains a nascent sector, accounting for a meager portion of the overall face care market. The adoption of male skincare products continues to hover in the single-digit percentage range across diverse regions. This stark reality underscores the magnitude of the challenge at hand.

    Brandscapes Brew Insights:

    • The concept of masculinity was evolving, influenced by changes in family dynamics and societal norms. As traditional codes of masculinity were challenged, men often grappled with anxiety and seek out outlets for expression.
    • Men generally resorted to skincare products only when confronted with a problem and tended to favor simple, comprehensive solutions. Men often faced social judgment when indulging in grooming, traditionally viewed as a feminine pursuit.
    • Many men lacked awareness about skincare benefits and were apprehensive about being early adopters of grooming habits. They frequently consulted women about grooming. The lack of awareness and fear of social judgment were significant barriers to trial.
    • Leading male care brands have used digital media to create forums for men to engage in grooming discussions and foster a sense of camaraderie.

    Marketing Actions:

    In response to these insights, our client took the following actions:

    • Launched a male grooming range with targeted communication that encouraged men to overcome grooming barriers.
    • The client’s communication strategies tapped into relatable insights relevant to the evolving role of men.
    • The range provided simple solutions that were easy for men to understand and adopt.
    • The client successfully leveraged digital media to create 'brotherhood' platforms (online communities centered around men's grooming), encouraging conversations around grooming to drive habit change.

    Outcome:

    The introduction of the Male care range helped the brand add incremental revenue and penetrate a new consumer segment. This case study underscores the power of targeted communication and the potential of untapped markets.