Tailoring a product to the local market ​

Business Issue

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Competitors were rapidly entering an emerging and prospering super premium pet food segment. ​

With an existing product in another geography, our client was potentially in a strong place to capitalise. ​

Understanding the local context and nuance was essential to a successful launch.​

Insitas Delivered

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The existing product required a number of changes to give it the appropriate local fit.​

The packaging required re-imagining as well as stylistic changes, more in keeping with local culture.   ​

Subtle differences in purchase triggers between the markets meant that communication messaging needed a change of emphasis. ​

Actions Taken

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The immediate launch was delayed.​

The time was used to develop more appropriate pack imagery as well as create a new campaign vehicle – all working to ensure increased success at launch.​

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.  ​