Defending a FMCG brand in a category review​

Business Issue

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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.

Insitas Delivered

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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.​

Actions Taken

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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.  ​