Brand perception and need-gap analysis
Client
Global hair color brand
Business situation
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Understand brand perception held by the client’s customers and non-customers
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Determine brand knowledge, consumer decision-making process, and competitive rivalry
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Understand consumers’ top preferences while selecting a brand with respect to price, brand awareness, quality, etc.
Benefits and outcomes of our engagement
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SGA helped the client determine brand perception, and identify the need-gap
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SGA provided recommendations on product improvement and pricing to drive sales
Engagement
Gauge the company’s brand perception, identify key buying factors for the consumers while selecting a hair color brand, and assist the client to bridge this need-gap to drive product innovation
SGA approach
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SGA conducted an exhaustive secondary research to understand the US hair color market with respect to market size, product trends, growth drivers, competitive landscape, etc.
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Conducted product benchmarking of 10+ competitors to gauge competitive rivalry
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Administered an online survey covering 500+ customers as well as non-customers to draw insights across customer preferences and their buying behavior
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Discussion with 10-12 retailers to understand brand sales viz-a-viz competitors and identify the need-gap
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