Building or Refining Marketing Communications
With the ultimate goal of increasing purchase frequency in a highly commoditized category, our client set forth to optimize their product positioning and refine their marketing communications efforts.
An online survey among low-, mid- and high-frequency product users was executed to: uncover existing perceptions of the product and brand, determine what impact health-claim messaging could have on these perceptions, and evaluate the likelihood that these changed perceptions would lead to increased product usage.
Our client's marketing communications efforts were refined by critical learnings, particularly the identification of a hierarchy of claims. This allowed them to focus on the most powerful claims/messages, and to target the audiences with the highest potential for increased usage.