Case studies

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Case Study #1

CLARITY REPORT

Background & Objective:

Despite a significant investment, our client, a major multinational consumer-packaged goods company, experienced a market share decline with several of their brands in South Africa. An informed perspective on the situation was commissioned to provide key recommendations for sustaining the business or deciding to exit the market.

Our Approach:

  1. Clarteza employed a 'perspectives approach', gathering information from multiple sources to fully understand the business issue.
  2. This was accomplished by reviewing all existing research, capturing product reviews online, conducting in-depth interviews with all US and South Africa stakeholders to get their multi-disciplinary perspectives; reviewing syndicated sales results for South Africa; and curating trends information in the local market.
  3. We developed a list of hypotheses what may have been the cause of decline.
  4. Our team used all the research to understand any underlying causes of our client’s market-share decline. This collection and utilization of research data allowed our team to understand the situation from a variety of perspectives, radically changing the way traditional market studies are performed.

Our Method:

  1. Upfront consultation with key stakeholders to...
    1. frame project scope
    2. define success goals
  2. Comprehensive review of over 40+ existing research reports to...
    1. cover all facets of that market and secondary data
    2. uncover insights and opportunities
    3. recommend key actions
  3. We leveraged our Natural Language Processing AI tool to understand underlying drivers for product ratings.
  4. In-depth interviews with key stakeholders including a country manager, the sales team, and the marketing team to understand their diverse perspectives.
  5. Workshop to discuss the competitive situation and consumer landscape, and decide on next steps.
  6. Consulting on design and analysis for...
    1. follow-up research
    2. addressing critical-need gaps

Outcomes:

The threat to the client’s two brand players was coming almost entirely from one local powerhouse brand. It held close to 50% of the value share alone, and commanded strong loyalty from entrenched consumer base driven by heritage. That brand also had a much broader distribution through traditional trade outlets (and smaller mom & pop shops).

Those smaller traditional trade were not strongly supported by our client, however they made a significant difference for the competition as the small store owners were incentivized to push other brands directly to consumers.

Recommendations:

Our client had 2 different brands for the same type of product, which caused some confusion and dilution of brand loyalty. Specific recommendations for sustaining business, based on sound information and strategic insight was developed:

  1. Two-tiered pricing strategy (to justify dual brand existence in market)
  2. Opportunistic targeting (to capture new market entrants)
  3. New product ideas (to fit consumers' need)
  4. Concentrated efforts (to address traditional trade distribution)
  5. Relevant messaging (to utilize consumer insights and category triggers)
  6. Emerging media opportunities (to flank leading competitor)

Timeline:

Four weeks

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