Lay’s Potato Chips are the leading brand in nearly every market in which they operate. In many markets they are in the enviable position of dominating market share, commanding a premium price and evoking great consumer loyalty all at the same time.
The East and Southern Africa Region (ESAR) in Nestlé has 23 countries and a population of about 470 million. This is comparable to the Central and West Africa Region (CWAR) in terms of population but is significantly smaller in terms of sales.
Clinical trials said that it was the best product, but too many consumers did not believe in it. How to make consumers believe. Background – Consumers do not understand that our product is as good…
Ben and Jerry’s were about to make a third attempt at launching into the rapidly developing ice cream market in Japan. Two previous attempts had been unsuccessful and this third one was not looking good as all their research was telling them that the Japanese consumers did not like the “bits” in their ice cream.
Nescafé asked The Marketing Clinic to profile coffee across the 5 regions of the archipelago and to recommend a single Taste Profile that would work across all 5 regions and beat the key competitors that were currently taking market share.
How to devise a snack that children will choose, and parents approve of, that will improve the nutritional intake of children before they go to school every day. Background – Children arriving at school…
How did Quorn extend its consumer base from vegetarian and vegan to all meat reducers? The Question – How do we position ourselves for Meat Reducers as well as Vegetarians and Vegans The Quorn…
Walkers were developing a completely new range of crisps for a different target market. But how were they to ensure that they got the flavours right? Background – Different crisps for a different target market Walkers…
We all love fresh milk, right? But what do we actually mean by this? Cravendale milk is filtered through ceramic filters to remove more of the bacteria which means that it stays “fresh” for up to 3 weeks unopened and 7 days after opening – longer than other “fresh” milks.
Nescafé was the leading brand in Turkey, but competitors were closing the gap. Using Emotional Profiling to differentiate and maintain a premium positioning. The Question – How do we stay ahead of the competition Nescafé…
Sometimes the best insights are obvious with hindsight. This becomes even more the case when the insights in question lead to a structural change in the way that a whole category is positioned and communicated….
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