Need for research
An MNC confectionery company was reviewing its brand portfolio, in the light of new consumer trends, shopping behaviour, favour awareness. What would this mean in terms of their share of mouth in the snacking category? Which brands could be extended and which could be a premiumized? In order to provide insights that would help them in rejigging their brand architecture, prioritizing brands and realigning them to be in harmony with consumer needs, we needed to deep dive into the minds of the young confectionery consumer.
Methodology employed
Qualitative research was planned, with in-depth interviews, across regions. Total of 50 DIs equally spread in Bangalore and Patna was conducted. Though slower and more time consuming, IDIs were preferred over groups, as they would deliver greater depth and allowed us to specifically target different profiles of consumers. The interviews were done in a central location, bringing efficiency and speed to the process, and allowing for better control on the process of tasting as well.
From the approval of the questionnaire, fieldwork, data analysis and reporting, we completed this project in 5 weeks.
Actionable findings
We isolated category entry points for urban snacking/grazing, linking it to the attitudes, concerns, needs, drivers and mood spaces for sweet snacking that emerged. Unique brand assets were determined, and the client was able to priorities and assign brands to these need spaces.
Impact
Based on our study the marketing team reviewed the brand architecture, finalized the priority brand for the relaunch, and we went into the second phase of research involving
product testing, before a launch.
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