Our client identified the potential for an authentic Greek yoghurt, following the success of the segment internationally. However, it was unclear whether NZ consumers would like the thick consistency and would pay a price premium for a smaller pack.
We ran both a CLT study to determine the optimal diagnostics for the range and supplemented it with an IHUT add-on. This provided further information of how the products performed across a range of occasions and reactions from other family members.
We provided guidance on optimising the complete go-to-market bundle – the sensory delivery for each variant, the range of flavours to launch, optimal pricing, the most appealing packaging and the preferred sub-brand name.
Since its launch it has exceeded business case and is now a leader in the Greek Yoghurt segment.
Our client came to us concerned about a key brand that was in decline. There were new brands in the segment that were taking market share and there was uncertainty if the product itself was underperforming.
We ran a full product CLT audit relative to two key competitors to provide direction to the marketing team. Consumers explored all the key touchpoints, including the sensory experience, packaging, pricing and claims for each product.
We were able to provide direction for:
Product improvements that would enhance its performance, based on key attributes that matter to consumers
Features to hero on the front of pack that were on trend and relevant
The back of pack story to modify in order to connect with consumers
A competitor market research company tested a new meal-kit range to compete with the market leader. The result – a top 2 box purchase intent score that blitzed the norms. The recommendation was that the idea was a winner, proceed to launch.
However, in market the product failed to live up to expectation and was delisted after 12 months.
IMAGINE Research knows that a positive purchase intention is only one part of the decision making process. While people may like the idea, they also need to believe that they are moving to something better either functionally or emotively and that the potential benefit of switching outweighs the potential risks.
Our IMAGINE Matrix looked beyond purchase intent and norms to give a
clearer picture of likely in-market performance. Our prediction was that
this product should not be launched in its current form, as it failed to
offer a relevant point of difference to the market leader.