Sales evolution in Spain of a successful European juice and smoothie manufacturer didn’t meet expectations during their first years in the market. We beavered away at it and designed a comprehensive research project that took us to talk extensively to all segments of category consumers, subsequently complemented by a nationwide quantitative survey. After 5 months of diving into it, we deciphered the consumers relationship with chilled juices, dismembered the market context and brand perceptions, drew the entire context of habits, awareness, positioning and values of the brand. All this to build a communication strategy meant to rocket sales.
Tools: Ethnographic interviews, focus groups, quantitative survey