Placing Consumer Needs at the Core of the Ice Cream Portfolio Strategy

Challenge:

A Prominent Consumer Packaged Goods (CPG) company sought to harmonize and distinguish its range of ice cream products, aiming to better cater to consumer preferences and occasions within the category.

Impact :

For the initial instance in their history, the client successfully centered consumer needs in their marketing strategy. They crafted strategic plans to enable each brand to concentrate on a distinct set of consumer needs, aiming to reduce cannibalization. Their primary focus was on constructing engaging brand narratives that resonate with consumers on both functional and emotional levels.

Method :

We utilised psychoanalytics and our distinctive choice-based segmentation to comprehend the conscious and subconscious requirements of consumers within the category. This approach helped us pinpoint crucial occasions for each target segment.