One of the leading food companies of Middle East was faced with a challenge for their Ghee category. The brand team had redesigned their brand few years back but didn’t review as to whether it appealed to their consumers or not. Recently declining sales and increasing pressure from new entrants of Ghee brands and alternatives, made them get back to the drawing board. That’s when they involved Muhimma to determine the root cause of the problem.
Our solution entailed a two-phase approach to gather consumer insights, first about the category and then about the brand and its competitors. Based on the findings of the 1st two phases, a third phase was added to solicit consumer feedback about packaging elements.
Consumer insights were gathered around their experience expectations on the brand perception, product, and value for the money they pay.
As a result of the project, the team gained clarity on elements they needed to focus on to get their sales back on track.