The Client: A Toiletries Manufacturer
The Goal: Increase sales of a core product across different customer segments.
- Evaluate the brand message in terms of consumer perception.
- Evaluate the supporting brand packaging and promotional materials.
Lab Packages Utilised
Untapped market segments were revealed
With a Lab sample representative of UK customer segments our experts deployed our unique online Smartboards to identify both the perceived product benefits and the product features associated with these benefits. A benefit map was created.
The unmistakable conclusion; 3 key market segments were not being catered for by the product's current branding.
3 sub-brands were developed
Follow up qualitative research pinpointed how best to communicate the relevant feature to the appropriate market segment. A number of messaging options were put to the test in the Lab’s unique A/B qual testing facility. Working alongside our experts; the company developed 3 product sub-brands each designed to promote the features most important to the 3 untapped market segments.
- Sub brand messaging and packaging was created.
- 3 new product sub brands are launched.
- Sales within untapped segments and overall rise.
On refinement and specific targeting of the marketing message the 3 new sub brands launched by the company were so well received in their target markets overall product sales rose immediately and increased sales volumes have since been maintained.
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