Case Study – Brand analysis

Using equity data to fine-tune brand portfolio initiatives master plan

Global FMCG company

Description

Brand image studies were not utilised by marketing department. There was only low interest in attending result presentations due to the length and the overwhelming data

Project goal

Create working sessions to help the team finding answers to the business questions of the marketing team

Detail

Focus on the business questions of the marketing team, instead of the pure results of the brand research

Integrate all relevant data in the analysis: Media spends, Initiative master plan, retail and consumer panel data.

Share the answer to the business questions in an interactive working session with all relevant team members, but without lengthy presentations

Final Result

Insights and recommendations on brand initiatives and prioritizing actions based on main threats.

Subsequent activation workshops with different departments

Action guidelines that helped to improve daily work of all team members on all levels

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