Case study: Globally strong yet locally challenged
May 28, 2021
"It’s a couple of beers and some snacks with the gang after
Morning relief
"It is all I can do to get them presentable and clean in the morning. Fed? Well, look at me, I am literally spooning food down her throat as we leave the house."
“It is crazy, stressful and well I could just scream.” With both parents in the work force, the early start to the school day and the need to beat the traffic, no wonder families feel frazzled in the morning rush. Mums especially have the conflicting challenges of taking care of the kids, being a good wife and a working woman all at the same time. “Phew… it’s exhausting.”
Cimigo delivered a deep dive into the off to school experience. We wiped noses, scolded on homework, spoon-fed the little ones and tried to get dressed for work all at the same time. We talked to mums, we talked to kids, we talked to teachers. Providing the family with morning meals is just one of those challenges that faces mum each day. Mums want convenience but at the same time they want to make sure their kids have a good start to the day. It’s a dilemma – providing them with what’s convenient, traditional and filling but making sure they’re getting all they need.
We supported our mums by identifying a new product category which made them and their kids very happy. This created a category that generated an equivalent to a seven per cent value share in year one.
Case study: Globally strong yet locally challenged
May 28, 2021
"It’s a couple of beers and some snacks with the gang after
Strategy development for customer experience
May 28, 2021
"I have switched operator four times in the past 18
Ha Dinh - Project Lead
Geert Heestermans - Marketing Director
Richard Willis - Director
Vo Thi Thuy Ha - Commercial Effectiveness
Louise Knox - Consumer Technical Insights
Aimee Shear - Senior Research Executive
Dennis Kurnia - Head of Consumer Insights
Tania Desela - Senior Product Manager
Thu Phung - CTI Manager
Linda Yeoh - Consumer & Market Intelligence Manager
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