Defending a FMCG brand in a category review
A leading manufacturer risked a major loss of sales from a delisting of its brand as part of a retailer category rationalisation review.
Despite sharing extensive internal data with the retailer which showed strong product preference based on measurement of its properties, the retailer remained unconvinced.
Client brand outperformed benchmark test brand in both blind and sighted testing across all known key category purchase drivers.
For the premium shopper segment the brand was a key offering for an effective range.
Client presented findings to retailer, highlighting brand key proof points.
In further discussions with the retailer, the insight was accepted, prompting a change of thinking and delisting was avoided – protecting client revenues.