Case Study: Consumer Products

The Challenge

This medium-sized consumer products company was already growing strongly but aspired both to accelerate growth in its core markets and to eliminate weaknesses in brand attribute ratings versus key competitors that were affecting its ability to grow more quickly, particularly in new territories.

Our Approach

First, we mapped our client’s core markets to identify the emotional and functional drivers of purchase. We identified a sizeable territory where our client had significant unrealised potential for accelerated growth –their Growth Sweet Spot.

Using the research insights and our analysis, we worked with consumers and client teams to develop, refine and optimise a range of autopilot proposition concepts. Our goal was to identify a positioning that would secure autopilot status and deliver significantly accelerated growth for our client in their Growth Sweet Spot territory.

Outcome

There was a hugely positive impact on purchase intent and brand ratings as a result of the proposition developed by Think Again. Purchase intention more than doubled with target consumers and all key brand attributes showed significant increases.

Working with client teams we developed and embedded plans to bring the identified autopilot proposition to market with maximum effect, leaving our client with a powerful, and very detailed, strategy deployment plan.

158%
increase in purchase intention
28%
uplift in functional attribute rating
150%
increase in brand preference to no.1

What They Said

“Their work for our business has been very impressive. They have helped us to understand with great clarity the parts of the market where we have the greatest opportunity to grow and this alone has been hugely powerful for us. They have also brought us fantastic insights about how our customers choose between brands and have helped us develop a powerful new proposition for the business which we believe opens up substantial growth opportunities.”

CEO - Consumer Products Business