Identified key propositions
Developed trade-up strategies
Conducted market analysis
Revealed campaign avenues
The challenge
Attracting high-tier consumers in a mature category
A FMGC organization in the men’s grooming category had a dominant volume share across key markets, with nearly complete category penetration.
Key challenges
Need for effective communication for premium products
Limited growth due to high category penetration
Attract low-tier consumers to high-tier products
Identify opportunities for new product launches
The solution
Consumer segmentation and strategy development
Brand drivers and segmentation
Identified key drivers
Mapped attributes for low-tier buyers
Analyzed brand equity
Product and communication strategy
Developed product strategies
Mapped equity paths
Focused on trading-up
Implementation approach
1
Analysis of equity drivers
Analyzed data
Gauged attribute impact
Identified brand drivers
2
Consumer segmentation
Established equity paths
Identified segment drivers
Addressed segment needs
3
Campaign Design
Created campaign messaging
Applied product insights
Tailored communication
The impact
Customized campaigns to support brand growth
Revenue growth
Identified product proposition
Developed trade-up strategy
Contributed to revenue performance through audience targeting
Campaign opportunities
Analyzed brand drivers
Identified campaign avenues
Customized strategies
Innovation and customization
Uncovered innovation avenues
Applied insights
Tailored communication
Looking ahead
Continued growth strategy
Expand high-tier product offerings
Global campaign
Apply tailored communication strategies across markets
Ongoing innovation
Use insights product and messaging improvements
