Situation/ Challenge
Our client identified a disconnect between financial performance and consumer brand health metrics. In search for standardization across markets, brand equity statements tracked were too ‘generic’ and were not aligned with Global brands’ architectures. The opportunity was to increase brands’ relevance by better aligning the Global brand architectures with local consumer drivers.
Approach
Built a regional marketing team to identify, screen and prioritize key attributes and benefit statements that represented both the Global brands and hypotheses of local category drivers. Designed and monitored quantitative research in 9 markets and across 5 categories. Developed thorough analysis including Stated and Derived importance, relative performance and Pathways, to identify key category and brand drivers of consumption and their differences between markets.
Results
Impacted the 2011 marketing plans by identifying the priority equity elements to be emphasized in communication, and identified the new specific attributes and benefit statements to be tracked at a consumer level. In addition some Global brands were challenged for lack of local relevance.
