Challenge
In 2020, the U.S. ice cream market is projected to approach $9 billion, with organic ice creams contributing nearly $1 billion and expanding at an annual growth rate of 4.5%. However, Alden’s, a mostly local brand with limited distribution, is struggling to capture consumer interest in an increasingly competitive freezer aisle filled with appealing choices, including other national organic ice cream brands.
To thrive in this crowded market, Alden’s must rebrand and enhance its appeal in areas such as shopping experience, delivery, packaging, and flavor options. The brand should set itself apart by leveraging its core strengths and assets. Alden's objective is to become the leading choice for organic ice cream, meeting all consumer demands for taste, quality, fulfillment, and organic ingredients. Additionally, the brand aims to resonate with consumers through shared emotional values while offering exceptionally flavorful products.
Solution
The research objectives were to:
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Compare the effectiveness of the new brand positioning to the existing one to gauge its ability to attract target customers without alienating current buyers.
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Assess the packaging performance relative to current and competitive standards.
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Investigate how a distinctive pint-sized package design influences customer purchase interest.
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Evaluate 25 flavor/product descriptions to identify those with the highest potential to encourage product trials and determine the optimal combination for maximum market penetration and coverage.
To achieve these goals, Cognitive Market Research proposes a mixed quantitative-qualitative research approach. Specifically, 80 participants from two markets will take part in four 60-minute quantitative sessions using tablets to repeatedly test stimuli and identify the best combination of packaging and flavors. Additionally, 6-8 individuals from the quantitative research participants in each market will be selected for four 50-minute qualitative sessions to explore the underlying reasons for their preferences and choices.
Results
The study's findings introduced a new flavor and packaging profile for Alden's, preserving its existing qualities while adding new benefits. This allowed Alden's to forge a stronger bond with consumers and create a distinct brand identity in the frozen food aisle. Strategically, Alden's decided to consolidate its two organic brands under the Alden's Organic name, seizing larger opportunities. Simplifying the product line highlighted eight core flavors, with room for seasonal promotions. The research-inspired packaging redesign emphasized the product and its flavor, enhancing its visual appeal in the freezer. Additionally, the new pint-sized package encouraged consumer trials and catered to the demand for flavor variety.
Alden's successfully launched its refreshed brand positioning, packaging, and flavors, gaining acceptance in various national mainstream grocery and mass-market stores. This led to increased trials and a growing base of loyal customers for the Alden's Organic brand.
