Overcoming Sales Decline

A client came to us as Child Nutritional Drink (CND) category has declined, with the client’s brand showing significant loses both in sales and share.

Although in a short term, losses were due to change in pack price mix dynamics, the client’s brand has also lost appeal because of lack of consumer  relevance, as mothers tend to look for superior products with better nutritional values.

Business objective was to reverse sales and share declines by introducing kids to the world of client’s brand, with a new format that was fun and exciting.

To solve the business issue, the qualitative research was done among the target group:  mothers with kids between 7 to 14 years of age. Kids were either client’s brand users or primary competitor users and frequent consumers of the nutritional drink -  at least 2-3 times per week.

Although the client’s brand product concept provided a meaningful point of difference,  lack of clarity around ingredients and recommended dosage led to lower appeal. The higher price was also seen as disadvantage.

The research findings provided a clear direction for product optimization to address the respondents concerns and to highlight important differentiators. 

The insights generated from evaluation of the concepts were used to launch optimized child nutritional drink product in a new format that appealed to kids and moms. The client came up with a different pricing strategy to maximize chances of success.

As a result, the client’s brand sales increased, and the share loses were reversed.