DEFINE SUCCESS FOR ADJUSTMENTS IN THE PORTFOLIO
• Gaining insight into the potential of an adapted assortment at a retailer in a European country.
• What preferences does the consumer have with regard to different portfolio proposals.
• XL packaging
• New additions
• Adjustments in packaging format
Multidisciplinary kick-off session with project team to align objectives and formalize hypotheses.
Combined in-store market assessment (quality & quantity) for three weeks.
Field work in 6 shops (mix of different types of shops / retailers).
Product portfolio (total of 3 portfolio proposals) placed on the shelf in combination with digital portfolio proposals.
Close cooperation between Global and OpCo.
N = 192 ** completed in-store interviews.
** Note: each project has a guaranteed N. The total N depends on the depth of the study and the research objectives.
CLEAR RECOMMENDATIONS GIVEN REGARDING CHOICE OF PORTFOLIO
Validation of hypothesis: confirmed and rejected.
Clear conclusions per portfolio and KPIs. This allowed us to make concrete recommendations for optimal portfolio design based on consumer feedback.
The results were key within the pitch to the HQ retailers, to achieve optimal distribution with the new portfolio.