How does your brand stay on top and grow the category as leading brand in the marketplace ? Where are there customer segments you haven't yet tapped? And how do you revitalize a brand synonymous with your segment?
These are the questions a major food manufacturer was asking after innovations in the market impacted their growth and market share. We were brought in to identify solutions for the brand with a quantitative consumer evaluation approach.
A major food manufacturer is a leader in the CPG lunch kits industry. Brand growth had started to stagnate and decline, a result of brand positioning and increasing competitive alternatives in the category, impacting sales and consumer perception of the brand among parents with kids aged 6-12. In addition, consumer trends and attitudes about lunch consumption had shifted as popularity of the product segment grew. These elements prompted the brand to evaluate their relevance in the minds of their primary audience and uncover opportunities for new markets.
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 needed to understand what consumers expected from lunch kits and how their product line was perceived in the market. The brand also needed to identify additional areas for marketplace domination that would provide an opportunity for expansion and diversification of the product lines.
The goal of the project was to discover where the opportunities to keep the product line a competitive leader in the lunch kits industry existed. Growth areas identified needed to have potential to bring in new users and ignite the purchase rate of existing customers.
Our team discovered what was currently working for, and against, the brand in the kid and parent space it currently occupied using our proprietary Need-State Fingerprinting process. In our work, we uncovered the white space opportunities for the brand in expanded consumer segments and untapped need-states.
One key finding uncovered the need for more "fun" in the brand as well as other new spaces in the market place that the brand could extend into beyond their core business. The research provided guidance on new product line extensions and positioning opportunities that would help the brand stay ahead in the growing marketplace.
The client made changes to the packaging of existing products and included elements, like games, for kids to enjoy. The brand has also included interactive kid and family elements to their online and advertising presence that embraces irreverent language, light-hearted media elements, and absurdist humor to demonstrate the fun of the brand and products.
These changes have kept the brand relevant and competitive in their industry.
A quantitative approach used online diaries to study lunch kit attitudes and behavior amongst kids aged 6-12 and their parents over the course of three days. Our analytic team developed the online diaries using our proprietary Need-State Fingerprinting analysis.
Online diaries gathered data on 3-days of snack/lunch consumption behavior among children and their parents. Parents and children answered questions about their snack/lunch consumption over a specific time period.
Different approaches were employed based on the ages of the children in the families. 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. These elements allowed our research to uncover the most impactful growth opportunities for the brand to bring in untapped customer segments and reignite the purchasing power of existing consumers.
The results have helped the brand stay top-of-mind in the lunch kits industry.