Brandscapes Worldwide

Archives: Case Studies

  • Revitalizing a Premium Indian Shampoo Brand: A Success Story

    The Challenge:

    An esteemed shampoo brand in India relaunched its products, witnessing initial growth but failing to maintain the momentum beyond the first six months. The brand sought to understand the obstacles preventing sustained growth and to implement strategies to rejuvenate its performance.

    Brandscapes Insights:

    Our analysis revealed several factors impacting the brand’s growth:

    • The relaunch positively influenced the brand’s equity, but concurrent improvements by competitors hindered our client’s market share gains.
    • The large pack failed to increase the brand’s share in modern trade or in the high-spending metropolitan areas of Mumbai and Delhi.
    • The brand’s decision not to venture into the rapidly growing low-cost sachet segment resulted in slower growth in grocery channels, a major distribution channel.
    • The modified variant experienced growth post-relaunch, but it cannibalized other variants.
    • The brand lacked strong distribution in some key markets.

    Marketing Actions:

    Based on these insights, we helped our client execute several strategic actions:

    • Increased focus on enhancing and owning key imagery attributes.
    • Developed distinct positioning for each variant to cater to diverse consumer needs.
    • Undertook specific measures to enhance the attractiveness of the large pack by improving its price relevance.
    • Considered entry into the low-cost sachet segment as a long-term strategy for customer acquisition in the grocery channel.

    The Outcome:

    These interventions resulted in an improvement in the brand’s performance, marking a successful restaging of the premium shampoo brand.

     

  • From Dusty to Deo-dapper: A South African Deodorant Brand’s Comeback Story

    The Challenge:

    Our client’s brand, once a cornerstone in the South African women’s market, was regarded as effective but antiquated. Consumers had ceased taking pride in its usage. To reclaim its standing, the client’s brand needed to align with the sensibilities of contemporary South African women.

    Brandscapes Brew Insights:

    While our clients’ competitors had gained prominence, consumers found our client’s brand less impactful and distinctive. A decrease in advertising expenditure led to diminished awareness across primary touchpoints. Consumers didn’t associate our client’s brand with modernity, a vital attribute for differentiation in the category.

    We failed to resonate with our ‘must-win’ attributes, which made us significant, resulting in a decrement in overall brand equity. Our client’s packaging was considered outdated, further cementing the perception of them as a brand from yesteryears. We didn’t excel in the crucial small aerosols pack segment.

    Our competitor’s appealing packaging for Roll Ons, along with frequent price-offs, cultivated an aspirational and premium image, making them a more attractive purchase option.

    Marketing Actions:

    To counter these challenges, we executed the following actions:

    • Updated and modernized our client’s packaging to address consumer apprehensions.
    • Overhauled the communication strategy to underscore modernity and portray as a current brand.
    • Boosted marketing investment to enhance saliency.
    • Investigated smaller pack sizes within Aerosols to stimulate trial.
    • Following product quality and packaging enhancement, we instituted a pricing strategy to identify the optimal price points.

    Outcome:

    The client’s brand has demonstrated incremental improvement in packaging attractiveness and modernity and is on the trajectory to recovery.

  • Boosting Growth in Traditional Retail with Efficacious Point-of-Sale-Material (POSM)

    The Challenge:

    Traditional retail outlets presented our client’s brand with unique challenges including limited visibility due to space restrictions and reliance on retailers. In a retail environment filled with competition and clutter, carving out a successful niche was proving difficult for the brand. The most significant challenge was navigating this complex landscape.

    Brandscapes Approach:

    In response to these challenges, our team embarked on an extensive study aimed at determining the ideal combination and strategy for success in these traditional retail settings. We adopted a multi-dimensional approach that involved gathering insights from both shoppers and retailers. Our methodology encompassed shopper exit interviews, eye-tracking exercises, retailer discussions, and studying competitor activations.

    Insights:

    Our research yielded invaluable insights into several crucial areas.

    • We pinpointed hotspots within the stores, understanding which sections attracted the most attention from shoppers.
    • We scrutinized the eye movement of shoppers during various activations and evaluated the influence of different point-of-sale materials (POSMs).
    • Furthermore, we gleaned lessons from competitor activations, formulating a checklist of what to do and what to avoid when executing brand activations in sari-sari stores.

    Marketing Actions:

    Equipped with these insights, we were able to propose specific marketing strategies to our client. We provided guidance on the optimal combination of POSMs needed to effectively activate different sari-sari stores, taking into account the significance and priority of store windows, coolers, and key anchor points. Our recommendations aimed to maximize the impact of brand activations in these traditional retail environments.

    Outcome:

    The execution of our recommendations resulted in substantial success for our client’s brand. By identifying the most productive combination of POSMs and utilizing our insights, they successfully activated sari-sari stores. The client’s brand achieved enhanced visibility, increased conversions, and ultimately boosted growth in traditional retail. The results underscored the effectiveness of our strategy and the significance of leveraging potent POSMs in this competitive environment.

    To conclude, our case study demonstrates how our comprehensive methodology, merging insights from shoppers and retailers, empowered us to devise the best tactics for boosting growth in traditional retail through efficacious POSMs. By comprehending shopper behavior, capitalizing on competitor learnings, and prioritizing key areas within the stores, our client’s brand accomplished remarkable success in maneuvering this challenging environment.

  • Reclaiming the Ice Cream Throne: A Data-Driven Approach to Regaining Market Share in a Heated Market

    The Challenge:

    With the rise in global temperatures, Germany experienced hotter summers than usual. This change led to an influx of new ice cream brands, boasting local and natural ingredients, into the market. Despite being a market leader, our client’s global brand was perceived as being behind in terms of innovation.

    Brandscapes Brew Insights:

    Our analysis showed that our pint format was losing market share to private label brands that were not only cheaper but also had better distribution. We identified tubs as a significant opportunity, being the largest selling format.

    Our multipacks were caught in a pricing dilemma – consumers were looking for value-for-money while still willing to pay more for innovative products.

    We also found that we were under-distributed in certain channels, leading to lower consumer pull despite promotions. Though our brand power remained strong, we lacked differentiation on attributes that drove ‘meaningfulness.’

    While we relied heavily on promotions, our competitors evolved with new formats and gained market share.

    Marketing Actions:

    Based on our insights, we took the following actions:

    • Launched tubs to tap into the high demand for this format.
    • Implemented a focused innovation agenda which positioned the brand as an innovative leader, improving scores on ‘meaningfulness’ and ‘different’.
    • Resolved product and packaging complaints to improve consumer pull.
    • Enhanced in-store visibility to improve ROI from promotions in Supermarkets & Hypermarkets.
    • Improved distribution across channels for pints, in Super/Hypermarkets for multipacks, and in Discounters for singles, resulting in a market share uplift.

    Outcome:

    The brand has started to regain its market share by leading the discourse in innovation, thereby commanding a price premium. This case study demonstrates how strategic changes based on data-driven insights can help a brand reclaim its position in a competitive market.