Brand positioning

FMCG company

A blue-chip FMCG company wished to optimise its healthcare portfolio after acquiring competing brands. Their portfolio now comprises a mix of brands that compete with each other. They therefore wanted to understand the ideal way of segmenting/ positioning brands within the portfolio by aligning it to consumer needs, rather than by segments defined by manufacturers or marketeers.

Ipsos MORI carried out a large usage and attitude survey across the UK to gain a detailed understanding of their physical and emotional needs as well as of their usage of products and brands. This was a large-scale study that was conducted online among more than 1,000 respondents profiling over 2,000 occasions. Consumers were sent a link to questionnaires that they could fill in at home or even in their office!

A similar study conducted using traditional methods would have taken months for data collection and analysis. By using the online technology, we were able to turn the study around in half the time, allowing the client to receive and implement the survey results well in advance of their planning session.