Transforming Market Entry: Uncovering the Perfect Pitch for an All-Natural Energy Drink
Objective
Our client acquired a new brand of all-natural energy drink, not yet available in the UK. In order to ensure the successful launch of this brand onto the market, they sought out research in order to identify the right occasion/needstate to pitch the drink at consumers, determine who exactly the target audience is and gather feedback on proposed pack designs and the product itself in order to successfully launch against industry behemoths.
Approach
Pre-task video diaries provided context into the participants’ lives and specifically how they approached incorporating health and wellness day to day. Focus groups allowed us to segment the market and identify gaps in consumers’ energy needs, by getting them to map the market, identify usage occasions and associated needstates.
Impact
The research clearly identified who the target consumer would be, as well as occasions to separate the brand from the competition and distinguish it from the likes of Red Bull. Feedback on the packaging optimised the design while reactions to the product were incorporated into communications.