Case Study: Concept Development
Audience and Methodology: 4 Focus groups with client brand users and competitor users in the Personal Care category in Indonesia.
Background and Objectives: 
How can we best rejuvenate our brand? 
Our client, a key player operating in the Personal Care category planned to rejuvenate its brand which had been on the market for two decades, through a new formulation, new pack and new communication. Kadence was commissioned to assist the brand team by giving directions for the pack design category, concept, and fragrance, with the objective to deliver the most appealing and relevant product to consumers.
Insights:
- Kadence assessed the fragrance profile of brand users vs competitors and uncovered how this governs brand choice
- The research gave insights into which fragrance direction to use to retain current users and which fragrance to attract competitor users
- As a result the fragrance direction to be taken forward was identified, along with the key elements to be communicated for maximum impact and learnings for future pack development
Output Examples:
