May 28, 2021
A dominant player in a fast moving category embarked on
“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.
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.
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.
Chad Ovel - Partner
Private English Language Schools - Chief Executive Officer
Rick Reid - Creative Director
Janine Katzberg - Projects Director
Anya Nipper - Project Coordination Director
Dr. Jean-Marcel Guillon - Chief Executive Officer
Joyce - Pricing Manager
Matt Thwaites - Commercial Director
Aashish Kapoor - Head of Marketing
Kelly Vo - Founder & Host
Thanyachat Auttanukune - Board of Management
Hamish Glendinning - Business Lead
Thuy Le - Consumer Insight Manager
Richard Willis - Director
Ha Dinh - Project Lead
Geert Heestermans - Marketing Director
Vo Thi Thuy Ha - Commercial Effectiveness
Louise Knox - Consumer Technical Insights
Aimee Shear - Senior Research Executive
Dennis Kurnia - Head of Consumer Insights
Tania Desela - Senior Product Manager
Thu Phung - CTI Manager
Linda Yeoh - CMI Manager