Case Study: Consumer Products

The Problem

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.

The Solution

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 – this is their Growth Sweet Spot.

We then worked with consumers and client teams to develop, refine and optimise a range of autopilot proposition concepts with the goal of finding a positioning that would secure autopilot status and deliver significantly accelerated growth for our client in their Growth Sweet Spot territory.

The impact of this new proposition on purchase intent and brand ratings was remarkable. Purchase intention more than doubled with target consumers and all key brand attributes showed significant increases.

Finally, 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
“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