Positioning that resonates

"Yes this milk-formula used to be very popular. But today they are not all that. They have had no new products for so long."

Opportunity

"This is what my mother-in-law used not what I will use." A leading health and nutrition company in the food and beverage sector was failing in a key Asian market.

Solution

Cimigo’s exploratory ethnographic research quickly unveiled that the brand no longer resonated with consumers and needed re-igniting. We ran co-creation exercises with consumers to build a revised positioning, a positioning that resonated, inspired and reassured consumers on their choice.

Result

The research provided insights into perceptions of their brand and the key drivers of consumption. We facilitated workshops with consumers which helped the brand team redefine a brand positioning that leveraged their existing strengths and find a unique position in the market. The brand subsequently rose from a poor fifth rank in sales to a healthy second.