Brand momentum
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The document discusses a case study of a diaper brand in India that was growing rapidly but wanted to sustain its success. Insights & More evaluated the business challenges by meeting with stakeholders and identified key issues. They crafted an investigation plan to analyze market drivers and primers. Insights were embedded in a team workshop that changed perspectives on the schizophrenic Indian market with opportunities across consumer classes. A communications clinic updated the team on effective strategies for different consumer profiles.
Brand momentum
- 1. CASE STUDY: BRAND MOMENTUM Business Challenge A diaper brand was enjoying inordinate success in India, growing at a scorching pace of 15% quarter-on-quarter. Yet the brand guardians were concerned about sustaining a winning strategy for a market known to behave schizophrenically at times especially in an oligopolistic environment. They needed to know: What are the drivers for the diaper market in India? Should the brand focus on increasing penetration or consumption, or both? And if so, in what magnitude should the emphasis be on what strategy? The VP was also keen to understand the drivers of the Indian market for diapers and the reasons for its rapid success. Solution Insights & More team evaluated the clients question and met up with all the stakeholders in the business the marketing team, the market intelligence folks, the ad agency and finally the country business unit. Based on these 360 degree one-on-ones, Insights & More was able to re-evaluate the business problems and bucket them into smaller issues. The following solution was delivered for the group. INVESTIGATE a) Insights & More crafted an Insights Investigation plan which consulted all existing knowledge sources to create a Primers & Drivers analysis of the market. EMBED b) The Insights were embedded in the team via a multi-functional team workshop. The Insights were instrumental in changing the way the team looked at the business in India. It brought to light the schizophrenic character of the India market which has this and that and hence could not be looked at with a single lens. There was a market for super premium offerings, opportunity with the huge and growing middle class as well as with consumers in Tier 3 & rural areas. COMMUNICATE A communications clinic to update the team on what-works and what- doesnt in the context of the consumers of various classes and profiles. http://insightsandmore.com/