Client
A global personal care manufacturer.
Business Situation
- Fading brand image among customers for one of the client’s leading personal care product in North America.
- Sales dip due to the availability of extensive products from competitor brands.
- Lack of consumer and retailer insights to launch new products.
Benefits and Outcomes of Our Engagement
- Provided insights on change in consumer-buying habits and preferences.
- Provided recommendations on product modification to address consumers’ concerns while retaining customer satisfaction.
- Redesigned the customer value proposition for the brand to remarket its product.
Engagement
Assess consumers’ evolving preferences and retailer’s insights for product innovation.
SGA Approach
- Conducted exhaustive primary research and desk research on changing consumer behavior and lifestyle.
- Performed detailed analysis of five competitors on parameters such as core products, product variants launched, product strategy, and pricing.
- Surveyed 2,500+ consumers and 25 retailers across regions to understand consumer food-buying habits and identify reasons for low consumption of client’s products vis-à-vis its competitors.
- Quantified consumer attitude toward client’s products through sentiment analysis and validated shift in consumer usage preferences through primary inputs.
- Mapped the consumer sentiments to identify current gaps in the brand offering.
