Consumer Research, Brand Profiling, Route To Market Planning & Brand Activation.
The brief combined brand consumer research, to define a detailed AdeZ consumer profile that can be communicated to retailer category buyers, with a route to market activation plan across a major initial retailer estate to improve ranging relevancy and sales.
Consumer research into the category trends and how the influence of organic and vegan consumer choices can translate into on the go shopper purchases, formed the basis of the AdeZ brand consumer profile.
Using Mosaic consumer classifications, (combined with other external demographics contained within Coca-Cola’s UK store level customer database which S2 manages), the attitudes, demographic characteristics and shopper preferences of Adez were modelling against the UK population to identify high density geographic areas of AdeZ brand opportunity, at both city and postal sector levels.
The creation of an AdeZ product opportunity heat map layer enables detailed route to market planning and detailed activation plans with key retailers that identify and maximise the category growth opportunities.
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