Approach:

With Relevance TAGS®  methodology both image and sponsoring issues could be explored at the same time, understanding how different each of these brands were perceived, and what values and positioning opportunities the available sponsoring platforms offered in Brazil.

Relevance approached this assignment by:

• Identifying how each brand was perceived by the different target groups (consumers-children, buyers-mothers) and what were the problems related to differentiation, and where lay the opportunities
• Analysing various tools including Purchasing funnel, Brand builders and burdens, Consideration drivers and need fulfilment index for each brand.
• Creating a positioning proposal which could be optimal for each brand and each target group.
• Analysing and recommending which were the best sponsoring platforms, and subsequently relevant celebrities for each brand, and what values should be linked with each sponsoring activity.