A consumer goods brand that had been a category leader for over 2 decades was suddenly buffeted by competition. The brand's communication had been a consistent mix of functional and emotional messages, but the competition aggressively used its inputs and pricing to grab market share. Pricing adjustments and consumer promotions partly improved the situation, but the company also felt that, to regain its market position, it needed to understand how consumers felt about its brand imagery.
To do so, RainMan created an architecture that linked sales with mind measures (top of mind awareness, spontaneous awareness, brand consideration levels, etc.) and then linked those mind measures with brand imagery. It showed which mind measures best increased sales, and then suggested imagery and media metrics that could best optimize sales. We then applied this architecture to an extensive amount of consumer brand track data, using factor analysis to avoid redundancy.
Multivariate regression analysis estimate relationships between sales with mind measures and mind measure with imagery statements and, finally, the relationship with TARPs. RainMan's marketing domain and modelling expertise helped in identifying the right imagery drivers of consideration.
The brand was relaunched using the modelling results. The outcome was 12% improvement in the sales, which continue to grow. The brand team continues to monitor the relevant variables out of consumer track research, keeping the brand healthy and enhancing media ROI.
An Alco-Bev major wanted to understand the sizes of each of the categories of alcohol such as Whisky, Vodka and so on into the future for a plan strategy for a 5 year period.
The advantage of this methodology is that ROI of key digital channels can be compared and spends optimized in line with these insights, significantly improving overall efficiency.
The problem this CPG brand was faced with was a typical problem- Brand had presence across multiple connect points, paid media, owned media ( website, Facebook page etc) and earned media ( Twitter and other social mentions) but not knowing clearly what works across market clusters, and the interrelations between these connect points.