UNDERSTANDING BRAND PERCEPTIONS OF A TALCUM POWDER BRAND

Company

A renowned Talcum powder brand

Overview

The Client wanted to understand how the target audience perceived their brand and where the brand stood compared to its competitors with the intention to gain insights for revamping the brand.

Approach

 The Project involved 2 phases

Phase 1:

3 Focus Group Discussions were conducted in Kochi. (2 FGDs among Brand Users and 1 FGD among Brand Lapsers)

Phase 2:

In the second phase of the research, 3 concepts were developed by the Management, using the inputs and recommendations from the 1st phase. These concepts were tested in Phase 2.

The centres for the study were Kozhikode, Kochi, Coimbatore and Chennai. 2 FGDs per centre were conducted, 1 group consisted of Brand Users and the other group consisted of Brand Lapsers and Non-Users. Thus, a total of 8 FGDs were conducted in Phase 2.

Outcome

The Research involved a holistic approach towards identifying the target customer’s opinions on the brand elements, marketing mix, competitors, brand associations, and so on.

The concepts tested were rated and ranked based on standard parameters. Brand Kare compiled the strategic recommendations based on the quantitative scores and qualitative inputs gained from the research.