brand Case Study
Developing a Unique Position Based on Emotional Drivers
The Client's Situation
A major OTC manufacturer was interested in entering the crowded Cold & Congestion market, particularly with many private label brands.
They needed to develop a positioning that would create differentiation and jumpstart interest and trial.
Approach + Solution
We engaged 36 in-person mini-groups across six countries, with moderators specially trained in psychological techniques to access System 1 thinking.
A quantitative phase was also added to understand within each of the four opportunity spaces: size, customer value, and profiles (demographic, behavioral, attitudinal).
We ultimately identified two of the spaces as the key target areas and a third to consider.
Our client created a unique global positioning around natural ingredients that lend increased energy and getting you back to family time.