Consumer goods
Consumer goods
Our consumer goods specialists provide innovation support and strategic understanding services for a range of sectors including:
-
soft drinks
- alcoholic beverages
- chocolate and confectionary
- packaged food
- pet food
- hard surface cleaners
- OTC healthcare products
- fabric care
- skin care
- hair care.
We specialise in innovation, beginning with strategic business planning, from marketing landscape, competitive positioning and opportunity development through to concept ideation, screening and testing.
Our partnerships with our clients often begins through building a strategic understanding of markets. The approach we take depends on our clients needs but would usually involve developing a needs based or attitudinal segmentation model. We work to ensure any segmentation model we build is both universally understood and subsequently used as platform upon which innovation initiatives are launched.
We support brand development through defining brand positioning, optimising portfolio, and helping to unravel the influence of other elements of the marketing mix such as packaging and price. After we've worked to refine and develop your proposition, through our Designor® solutions we can provide a sales forecast to confirm you are ready to go to market. There is no substitute for experience when it comes for forecasting - the Designor® range of solutions is based on 25 years of experience in forecasting and our database contains over 10,000 tests.
Post launch we continue to support our clients and their brands. We often provide our clients with diagnostic feedback on both perceptions and performance of new entrants while providing services based around market mix modelling techniques to ensure ROI is maximised for different marketing initiatives.
Refining the mix
A client recently had three new products, and wasn't sure whether to launch all three together, just two, or even just one. We showed them that the most profitable strategy was to launch two, but at different times and - the part that surprised and delighted him - at price points different to those he was considering.
Re-defining the positioning
The absence of a differentiated positioning meant a pet food manufacturer was dependent on promotions to deliver sales. The Ipsos MORI Qualitative team developed a number of alternative and competing positioning statements to be tested further. To manage and assess the large number of positioning statements, we developed a conjoint approach to measure consumer acceptance of the different positions. This allowed our client to move forward with a new positioning that was both resonated with consumers and was a good fit for the brand that ultimately helped justify a premium in store.
Assessing potential
A major client, in the soft drinks sector was keen to trade in the fast growing ‘vitality/energy' segment. Through using our DesignorTM STM solution, we assessed consumer acceptance of a new proposition. In addition to providing a detailed sales forecast to our client that informed on the products potential, we were also able to feedback diagnostically on the packaging and positioning of the brand that helped facilitate further improvements. As a result, our client was able to launch this brand in both the impulse and grocery channels and is now successfully competing in this crucial segment.