Where’s the White Space for My Brand
After innovations in the market impacted their growth and market share, a major food manufacturer needed answers to strategic questions: How do we stay on top and grow the category as a leading brand in the marketplace? What customer segments haven’t we tapped? How do we revitalize our brand?
Partnering with C+R, we applied a quantitative consumer evaluation approach to get our client the answers they needed to get back on top.
Declining Growth and Tough Competition
A major food manufacturer’s brand growth had started to decline as a result of brand positioning and competitive alternatives in the category – CPG lunch kits. In addition, consumer trends and attitudes about lunch consumption had shifted as popularity of the product segment grew.
To turn their declining growth around, the brand sought a foundational understanding of how their product lines were positioned in each consumer segment, organized by need and motivation to purchase. They wanted to understand what consumers expected from lunch kits and how their product line was perceived. The brand was also looking for additional areas for marketplace domination that would provide opportunities for product line expansion and diversification.
Using Online Diaries to Get to the Heart of What Kids and Parents Want
C+R developed a quantitative approach using online diaries to study lunch kit attitudes and behaviors amongst kids aged 6-12 and their parents. C+R’s analytic team developed the online diaries using our proprietary Need-State Fingerprinting analysis.
Online diaries gathered data on three days of snack and lunch consumption behavior among children and their parents. Different approaches were employed based on the ages of the children. Children aged 8-12 years old answered questions in their own diary, while parents answered a different set of questions. For children aged 6-7 years old, only the parent answered questions for themselves and for the child.
Data gathered was developed and evaluated using a combination of occasion-driven segmentation, customer satisfaction, and advanced analytic tools
Let’s Have Fun!
Using a combination of attitudinal and occasion segmentations, we were able to uncover the limitations of the brand in its current competitive landscape and identify, and prioritize, white space opportunities to pursue. The research provided guidance on new product line extensions and positioning opportunities to help the brand stay ahead in the growing marketplace.
One key finding: consumers wanted the brand to “be more fun!”
Based on our research, the client changed existing product packaging to include games for kids to enjoy. The brand also added interactive kid and family elements to their online and advertising presence, embracing irreverent language, light-hearted media elements, and absurdist humor. These playful changes have kept the brand relevant and competitive in their industry.