Looking to develop strategies that would increase brand purchase, a confectionary company needed to gain a better understanding of why Canadians consume their brands, and to identify the competitive brands that present the biggest threat to their position in the market.
A synthesized approach was taken to examine the emotional needs consumers have for the category and determine how well various brands meet each need. This allowed for the clear identification of where the company’s brands had advantages or weaknesses. The understanding of each set of needs was further supplemented by layering in attitudinal, demographic, and consumption information as well as sales data.
Using a holistic approach of addressing consumers, their needs, and the category itself we were able to identify targeted growth strategies for existing brands, as well as identify new opportunities for brand development.