Business Issues & Project Objectives
Our client is a leading pharmaceutical company in Indonesia that owns various brands in OTC and vitamin category. The client wants to expand one of their vitamin brands to 4 markets (Indonesia, Malaysia, Cambodia, and Nigeria), and want to develop a positioning based on a strong insight that can cut across four markets.
Our Approach
Mixed methods across the 4 markets:
- Semiotic analysis on health /wellness and beauty trends
- Online Focus Group Discussions in multiple cities in each market
- Online brand positioning workshop using MIRO and Zoom to extract key insights and develop brand positioning using Brand Key approach
- Follow up Quantitative concept test in each of the 4 markets
Outcome and Project impact
From the study, we were able to identify various insights that are relevant to local culture and also insights that are relevant across all markets. In the workshop, we developed 4 positioning routes that will be developed further by the brand design agency into brand books that serves as a guideline for the brand.
