Approach:
Relevance started with a detailed study of the broad category of carbonated beverages, the reasons for consumption, the attitudes, moments and occasions for consumption, and the perceived benefits of each sub category within. This was followed by a deep dive into the low and no sugar category, the main perceptions on this idea and how it compared with other categories, the positives and negatives associated with it and also the awareness and acceptability of various artificial sweeteners.
Using Relevance TAGS® methodology, we then delved into the brands available in the market, both for regular CSDs and Low/No Sugar range and understood their individual images, positioning, performance and emotional associations. We also studied the key triggers and barriers to consumption, for each individual moment and occasion. Finally, we investigated the target audience and segmented them not only on demographics, but also on their attitudes and consumption frequency, to chalk out the priorities to focus on, and the message that needed to be delivered in order to recruit and retain them as core consumers.
- Relevance TAGS® research
- Consumer Intelligence
- Brand Positioning
- Consumer Segmentation