Brand positioning and voice of customer analysis
Client
Global consumer goods with a premium brand in the hair care segment
Business situation
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North American region was losing market share to competitor brands
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A lower percentage of consumers used client’s hair care brand compared to competitors‘
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Is there a general shift in consumers’ perception toward other brands as being more of a value product?
Benefits and outcomes of our engagement
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Captured insights about consumer’s path-to-purchase & post-purchase experience
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Insights generated helped the client to build an effective marketing communication strategy and attract new consumers
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Provided recommendation to regain its positioning in the North American hair care market
Engagement
To understand consumer brand perception, identify unique brand strength, and drive market position
SGA approach
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Conducted exhaustive primary, desk research, and data analytics to assess brand perception and identify unique challenges faced by consumers
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Performed social media analytics to understand consumers’ online brand affinity, trends, and customer pulse (like/dislikes)
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Conducted a survey of 2,000 consumers across four segments (new, loyal, lost, and non-consumers) to capture voice of the consumers, and identify unique challenges faced by consumers
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Performed assessment of consumer brand perception and motivation to purchase brand in-store and online
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Conducted a comprehensive review of competitor’s marketing campaigns across a range of activities, for example, brand messaging, events, catalogs, social media engagement, promotional activities, etc.
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