Optimize Positioning for Extension

A beloved international CPG product brand and their advertising agency partnered with W5 to explore positioning strategies for a new branded product offering. A primary goal was to identify opportunities to optimize its visibility, leverage established brand awareness, and confirm differentiation among a set of overlapping competitor offerings.

APPROACH

First, W5 conducted a custom online survey to identify the ideal target audience for the new product. W5 utilized the identified target audience specifications (demographics, psychographics, etc.) to recruit participants for in-depth qualitative research to assess category behaviors for product consumption and assess reactions to product concepts. The qualitative discussions illuminated potential benefits and drawbacks and explored key needs for aisle placement, packaging appearance, messaging, and product positioning. Learnings were validated with a follow-up survey to test the most popular positioning strategies from the discussions and identify a winner. 

RESULTS

The research revealed great interest in the brand’s new product as well as some potential market gaps the new product could address. The agile and iterative research design provided the opportunity for building actionable learnings at each research stage, allowing the client and agency to ideate new solutions and adjust the concept and potential positioning strategies until a winner emerged.