1. CASE STUDY: BRAND RESET
Business Challenge
Our client was struggling with the surging popularity of low-cost laundry detergent brands
in its most important market of the Philippines. They needed to re-imagine their complete
laundry portfolio, without hurting margins. Insights & More was tasked to understand the
whats & the whys behind the rapid change in the marketplace, and to enable better
business decisions to be taken with respect to consumer targeting and portfolio
management.
Solution
Insights & More undertook a comprehensive audit of all available quantitative and
qualitative studies to develop a robust understanding of the consumer segment as well as
the changing competitive, macro-economic & cultural landscape in the Philippines. This
rigorous effort constituted the foundation upon which the following could be developed
with confidence:
CHRONOLOGY MAPPING A chronological map of each consumer segment was drawn up,
tracing the evolution of consumer attitudes and habits due to changing category &
economic influences.
DECISION ANALYSIS Interpretive analysis deployed with uncompromising discipline
offered up counter-intuitive insights which led ultimately to the introduction of multi-
purpose detergents in P&G’s laundry portfolio -- virtually framing a whole new category
where none was articulated before.
CHANNEL ROLE The role of washing machines in the decision-making process was
dramatically redefined as a result of this new-found understanding of the Filipino
consumer. This fresh perspective drove a complete rethink of the washing machine as a
medium and the message, in and of itself.
SEGMENTATION RESET The biggest ‘aha’ moment for P&G’s laundry team came about
when Mindanao – a poor, underdeveloped part of the country which had historically
gotten low attention from detergent manufacturers – was unearthed as a region most
likely to demand more, experiment more and be more receptive to manufacturer
messages. Client resources are now focused on developing a relevant performance level
at the right price for this hitherto untapped segment of the market.
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