How should we talk about our new-to-the-world product offering in order to position it against other offerings in the dairy aisle?
Gather consumer-generated sensory language in a focus group setting to describe the product’s taste and texture attributes.
Explore usage occasions and comparison to products in adjacent categories.
Insights to Action
While the product was very well-liked, consumers were not likely to use it to replace their current product.
Positioning the product against other offerings in the dairy aisle was less appealing than calling out new usage occasions based on the taste and textural attributes.
Marketing was guided to develop a positioning around the most appealing attributes rather than pitting the product against current offerings.