Case Study - Brand Revitalization
Problem:
A major OTC manufacturer had a 50-year-old brand that has been slowing down for some time, and had identified a potential new product category that offered a path to growth for the brand. Could an old brand find its way with a new product extension with sustainable and differentiated positioning?
Solution:
Working closely with the client’s internal team and partners, CMI …
- Analyzed our client’s existing Market Research to understand consumer attitudes, behaviors, and insights
- Assessed competitive brand positioning and developed a brand positioning map to identify where the new brand could play
- Created new product concepts, with an eye toward making sure that any new positioning could be applied to both existing and new products across the portfolio
- Quantitatively tested the brand and new product concepts with consumers and identified the strongest opportunity for the new brand
Results:
Our client has a uniquely ownable marketing position for its new product launch and revitalized its existing product. The recommended positioning resonates with the target, tapping into an unmet need and providing a relevant and compelling emotional benefit.
Services we provided for this engagement:
- Situation analysis
- Shelf audits
- Identification of consumer unmet needs
- Brand positioning mapping
- New product concept generation
- Qualitative market research (focus groups)
- Brand positioning recommendation
