Identified key propositions
Developed upgrade strategies
Conducted meta-analysis
Found global campaign opportunities
The challenge
Driving growth through consumer trade-up in men's grooming
A leading brand in the men’s grooming category held over 80% volume share across key markets, with nearly 100% category penetration. Faced with limited growth in volume, the company sought to shift low-tier consumers to higher-tier products to drive revenue. It aimed to refine its communication strategies and identify opportunities for new product introductions.
Key challenges
Encouraging low-tier consumers to upgrade to high-tier products
Crafting targeted messaging and positioning for premium offerings
Finding new products to encourage trade-up from low-tier consumers
The solution
Consumer-centric strategy
Brand drivers
Identified segment drivers
Evaluated product attributes
Positioned for low-tier consumers
Consumer insights
Analyzed equity drivers
Mapped tiered perceptions
Identified key campaign paths
Implementation approach
1
Data analysis
Scrutinized equity data
Assessed attributes with network models
Identified brand perception drivers
2
Modeling and path mapping
Mapped key drivers
Highlighted segment needs
Used structural equations models
3
Strategy development
Developed strategies
Aligned positioning
Targeted low-tier trade-up
The impact
Driving growth through strategic insights
Product proposition
Identified segment drivers
Developed trade-up strategies
Boosted revenue through positioning
Market analysis
Compared regional drivers
Identified similarities and differences
Unveiled global and local growth opportunities
Campaign and innovation
Revealed global campaign opportunities
Identified product innovation areas
Customized regional strategies
Looking ahead
Global campaign expansion
Drive growth through scalable, region-specific campaigns
Ongoing product innovation
Continue to innovate based on evolving consumer preferences
Enhanced consumer segmentation
Further refine strategies to address distinct consumer needs
