Brand positioning and voice of customer analysis

Global consumer goods with a premium brand in the hair care segment

North American region was losing market share to competitor brands
A lower percentage of consumers used client’s hair care brand compared to competitors‘
Is there a general shift in consumers’ perception toward other brands as being more of a value product?

Captured insights about consumer’s path-to-purchase & post-purchase experience
Insights generated helped the client to build an effective marketing communication strategy and attract new consumers
Provided recommendation to regain its positioning in the North American hair care market

To understand consumer brand perception, identify unique brand strength, and drive market position

Conducted exhaustive primary, desk research, and data analytics to assess brand perception and identify unique challenges faced by consumers
Performed social media analytics to understand consumers’ online brand affinity, trends, and customer pulse (like/dislikes)
Conducted a survey of 2,000 consumers across four segments (new, loyal, lost, and non-consumers) to capture voice of the consumers, and identify unique challenges faced by consumers
Performed assessment of consumer brand perception and motivation to purchase brand in-store and online
Conducted a comprehensive review of competitor’s marketing campaigns across a range of activities, for example, brand messaging, events, catalogs, social media engagement, promotional activities, etc.

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