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Archive for July, 2024

| Video Blog | Case Study: CPG Brand

July 8th, 2024 Comments off

A technical advantage isn’t enough to dominate the market.

We started working with a CPG brand 19 months into its life and stayed with it for over six years.

We began with brand tracking, which led us to identify the gap between the brand’s current performance and its potential.

We found the brand had a clear technical advantage over its three larger competitors.

By consistently communicating the key benefit within an emotional package, we helped the brand gain trial.

This strategy resulted in impressive growth.

In Year 5, we emphasized loyalty enhancement, and the results were even greater.

Understanding the gap and consistently communicating key benefits can transform a brand’s market position.

With MSW Research’s expertise, this CPG brand saw significant growth and increased market share. 📈

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| Video Blog | Focused Brand Strategy: Closing the Market Gap

July 8th, 2024 Comments off

Forget what you think you know about market dominance.

In 2023, MSW Research looked at consumer behavior for 4 popular fast-food chains.

Our findings revealed that McDonald’s commands an impressive 11% positive market gap. 🍔

But where do these customers even come from?

People who prefer other fast-food brands but can’t get to them.

Take Wendy’s for example.

Even though it drives Brand Preference at 22%, its lack of availability is leading consumers to go elsewhere.

To close this gap, Wendy’s must intensify efforts in recruiting new franchisees while maintaining existing marketing strategies that are working to build their distinct brand assets and preference among their users. 🥤

→ Understanding brand preference and market potential offers actionable insights for strategic growth.

With MSW Research’s proven predictive power, brands can address market gaps effectively, driving strategy for maximum impact.

Proximity matters—even when it comes to your go-to fries. 🍟

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| Video Blog | Focused Brand Strategy: Penetration Drivers

July 8th, 2024 Comments off

In 2023, the fast-food industry faced a significant challenge with rising prices.

Fast-food chains had to think—well FAST.

Consumers perceived McDonalds and Burger King to be very similar with ‘Convenient,’ ‘Affordable’ and ‘Offering options friends and family enjoy.’

BurgerKing always trails in their head-to-head competition with McDonalds on these dimensions.

Rising prices are challenging the price/convenience positioning and surpassing consumer acceptance thresholds.

Value perceptions in QSR have been hit harder than other food service formats, and this has led to an increase in promotions.

McDonald’s is reported to be doubling its value mix. These promotions build revenue but detract from the brands core relationships.

Menu innovations by both are attempts to move somewhat toward a position that emphasizes a greater connection with customers.

Both Sonic and Wendy’s connect with guests on an emotional level.

Sonic is ‘Different’ as it has ‘Has trendy menu options’ and ‘Cares about its customers,’ and Wendy’s is ‘For someone like me’ and ‘Tastes good.’

In our next video, we will talk about the implications for reaching the brand’s potential. 📲

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