Michal Matukin. NMSBA - Can Neuro Tools Stop Market Share Loss?

28.12.2016
Michal Matukin. NMSBA - Can Neuro Tools Stop Market Share Loss?


The story began almost two decades ago when our client, a major international food company, acquired a local snack brand. The brand had dominated in its category with 26% of the market share. It offered numerous flavor variants and was truly appreciated by its contented customers. Nevertheless, starting from 2004 a decreasing trend appeared, leading eventually to a dramatic drop to 16% in 2011. This became a catalyst for change and a decision to renew the brand’s image was made. A re-launch was carefully planned and preceded by extensive consumer research, market analysis and expert consultations. The new positioning - light and carefree snack - targeted to drive the brand back to its glory days. New ATL and BTL communication, as well as new package design emphasized the product’s new image, a guilt-free sweet. Unfortunately, all those changes didn’t bring the expected results and sales continued to remain in a downward trend.



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Keywords: Neuromarketing

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