Microsoft Power Point
Case Study
M/A/R/C® guided a CPG company in developing a targeted strategy to improve consideration and engagement
The Challenge
A global leader in the CPG industry needed a complete understanding of the process and drivers of consumer decision‐making, to better compete with non‐traditional alternatives in the category. Results would be used to develop a more effective brand strategy.
It was critical to…
- Explore current category attitudes and behaviors
- Define consumer decision‐making that dictates consideration and trial for different occasions
- Identify pathways to inspire loyalty
- Aid in the development of targeted communications and programs based on findings
The Solution
A holistic approach to create a hierarchy of decision‐making for key consumer segments – with pathways for each – to encourage long‐term adoption.
Decision Hierarchy Analysis
Veterinarians and vet techs in 5 cities focused on reference labs' needs; moderators observed the current process for testing samples.
Key Driver Analysis
Determine the importance of product features and attributes on preference
Correspondence Analysis
Measure the association between brands and consumer archetypes for more effective targeting
The Result
A clear understanding of the various drivers of category entrance and continued usage for different shopper types was delivered, along with detailed profiles of each group. Our client was able to develop a more personalized and targeted strategy with occasion‐focused communications and product offerings to boost loyalty.