Our client is one of the biggest pharmaceutical company in Indonesia, with several brands already achieving heritage status due to its long presence and dominance in the market. To ensure that the brands remain connected to today’s consumers, the company wants to refine the brand concept and explore potential routes for brand extension
We developed 3 stages of research to help the client to refine their brand concept:
- Semiotics analysis of cough & cold category, to understand the dominant and emergent cultural codes in how Indonesians perceive cold medicines
- Online workshop using MIRO to develop brand concepts based on the semiotics analysis of dominant and emerging cultural codes in cough & cold category. The client then developed several brand concepts to be tested via FGD
- Online FGD using Zoom to screen brand concepts based on uniqueness, relevance and familiarity for the consumers
Outcome and Project Impact
Overall, 6 brand concepts generated and tested, with 2 final brand concepts as the outcome as well as the brand extension routes.