A global confectionary brand’s sweet spread sales surpassed their expectations in locations dominated by certain demographics. They wanted to understand why?
We conducted Category Analysis of the product amongst the identified nationalities and age & income groups. The exercises included understanding the product’s awareness profile, conducting user consumption analysis, analyzing consumer behaviors across different demographic and psychographic attributes, and identifying profiles of consumers based on need types rather than user types.
We rolled out a questionnaire about the selected cohort’s snacking habits, types of spreads used by them and their families, their awareness of the spreads and jams brands along with their associated manufacturer’s brands, their purchasing habits over a period of time, reasons that triggered the purchase (flavor profile, regular usage, sales promotion, climate change, etc.), and health and nutrition considerations. Then we configured a microsegment of the sweet spread using community members and asked them to purchase a jar of the spread in question, supply a proof of purchase, and we paid for the purchase in their Muhimma digital wallets. The cohort was further asked to do two more tasks: one, to use the spread creatively and upload pictures of their creation and two, answer questions about the particular spread.
The brand was not only able to figure out the reasons for spiking sales but by advertising the creative usage contest, it was able to increase sales in other areas as well.