Decoding and re-engineering

A former leader in a fast moving category watched its equity and shares decline over three years with the aggressive attack of a strong challenger brand.

Opportunity

A former leader in a fast moving category watched its equity and shares decline over three years with the agressive attack of a strong challenger brand. The brand team was stumped as to how the competition could do that so fast and so well.

Solution

Cimigo conducted a comparative review of the two competing brands’ key activities over time correlated with media weights, sales data and brand tracking measures allowing us to reverse-engineer the communications strategy of the competition. This strategy was also placed into the context of the challenger’s portfolio strategy.

Result

Identifying the building blocks of the challenger’s success refreshed the brand team’s sense of competitiveness. These building blocks helped them identify the barriers that their brand was facing and empowered them to address these barriers in their marketing plans.