Positioning that resonates
"Yes this milk-formula used to be very popular. But today they are not all that. They have had no new products for so long."
“This is what my mother-in-law used not what I will use.”
A leading health and nutrition company in the food and beverage sector was failing in a key Asian market.
Cimigo’s exploratory ethnographic research quickly unveiled that the brand no longer resonated with consumers and needed re-igniting.
We ran co-creation exercises with consumers to build a revised positioning, a positioning that resonated, inspired and reassured consumers on their choice.
The research provided insights into perceptions of their brand and the key drivers of consumption.
We facilitated workshops with consumers which helped the brand team redefine a brand positioning that leveraged their existing strengths and find a unique position in the market.
The brand subsequently rose from a poor fifth rank in sales to a healthy second.
Strategy development for customer experience
May 28, 2021
"I have switched operator four times in the past 18
Promoting retirement plans – simply
May 28, 2021
“Why on earth would I save for my retirement; I have had four
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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