Thinking of expanding into a new category? In those cases, you must study everything you will encounter on your way to avoid unpleasant surprises. Drivers and barriers is a market research type of study that allows companies to study everything they will encounter when expanding into a new category to avoid unpleasant surprises.
A Drivers & Barriers Success Story: Entering a new product category
To learn how some of our clients have carried out Drivers & Barriers studies and the results obtained thanks to the strategies implemented based on consumer insights, continue reading:
A premium formula milk brand in the child nutrition category decided to enter the children cereal category. The brand’s objective was to be considered a global benchmark in child nutrition, but the leading brand in the children cereal category was very well positioned. So much so that when the brand carried out a Tracking of consumer habits for the category, consumers didn’t even know that they were buying children cereals and thought that the competitor’s brand was the actual name of the product.
The brand tested several naming options and conducted another U&A study including packaging options with images of the baby with the cereals. Most choose the name of the brand followed by the category.
A Product Perception study was launched to find that most were willing to buy it. After that, a communication plan is created and the brand collaborates with nutrition experts that validate their statements. Several pretests are carried out to find the most relevant content to include in the communication.
During the 6 months following the launch, the brand continued tracking Brand Awareness and managed to increase the category’s Brand Awareness from 23% to 55%.
Learn all about the complete Success Story by clicking here.
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