Market Landscape in Action

High-growth brands know that checking their market landscape context and competition is critical to knowing they are pursuing the right opportunities. By proactively addressing competitive threats, brands can address potential issues that might hamper growth.

Market Landscape insights helps uncover the most relevant customer needs so your investments in brand initiatives will deliver true ROI. This type of Market Landscape insights work can impact your brand’s growth journey in several ways:

• Develop new positioning and extension opportunities
• Refine your targeting strategy to capitalize on evolving attitudes
• Tailor advertising and communications to the new customer needs
• Design products and services to maximize your brand’s equities

Here are some examples of our Market Landscape insights work for our clients:

Assessing product extension opportunities

• Business Issue
  A global confectionery brand was looking to understand what flavor and format extensions to their chocolate line would add the greatest share of purchase among consumers.
• Approach
  The insights solution consisted of a quantitative study using a discrete choice approach combined with a unique immersive technique where consumers self-recorded video footage to capture opinions about chocolate choices.
• Growth Outcome
  The Market Landscape insights work provided guidance to this confectionery brand by:
  • Determining which new ranges drive strongest preference, which SKUs would steal the greatest from competitors, and minimize cannibalization
  • Exploring the most appropriate price for launch
  • Identifying what is important to customers when choosing between brands, and the impact on brand equity that the new range launch could bring

Identifying brand benefits against competitors

• Business Issue
  A major CPG brand wanted to identify ways to leverage its brand equity to gain greater traction in the adhesive bandage market. Brand loyalty is weak in the category and consumers easily switch between brands.
• Approach
  The insights solution was designed to pinpoint consumer needs to maximize engagement and improve in-store communications. To do so, consumers were invited to participate in a three-day qualitative online bulletin board, followed by a 20-minute online quantitative survey.
• Growth Outcome
  The insights showed that consumers do consider functional benefits, but that brand image is what builds loyalty. Since the brand enjoyed tremendous trust among consumers, it clearly needed to reinforce that position, along with functional benefits such as its waterproof attribute.

Developing a powerful new positioning

• Business Issue
  A leading manufacturer wanted to drive revenue growth by expanding into the pet product market. To successfully accomplish this goal, the brand wanted to understand the deep emotional needs of pet owners to develop the most promising opportunities for the brand.
• Approach
  A multi-phased insights approach was developed.  Using immersive techniques to get at the needs of passionate dog owners, consumers were invited to participate in a 2.5-hour workshop, and also participate in shop-along and in-home discussions. From these insights, a 20-minute online MaxDiff survey was developed asking dog owners to choose what is most important to them while choosing pet products.
• Growth Outcome
  From these Market Landscape insights, it was determined that the brand needed to focus its innovation efforts on the primary target of the whole family, where products could be used to play and entertain the dog both indoors and outdoors.

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Are you maximizing your brand equities for greater customer relevance? SVP Lesley Brooks and VP Greg Halperin discuss how Market Landscape insights can identify new positionings, product extensions, and communications for brand growth:

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Want to learn how Market Landscape insights can impact your brand’s growth journey?

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