CASE STUDY

North Asia Category Growth Opportunities

Background

The client wished to identify which consumer segments, consumption occasions and locations were most promising for its brand extension pipeline.

Objectives

  1. Quantify which combinations of consumer groups and drinking occasions were the most attractive
  2. Diagnose which elements of its new product concepts were most appealing and why

Outputs



We analysed metrics like penetration, frequency and weight of purchase across different markets, channels and sub-categories to identify big scale wins.



We deep dived into category, channels and regions using brand awareness and  consumption funnels like BUMO.



The final outputs were a list of Big Bet Innovation opportunities, quantified with volume and profit potential with details of the consumer target, RTB and how to execute.

Return to Category Growth or read more case studies…. Ethnic Food Category Growth Strategy | Oral Care Category Strategy

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