Standing out on the shelf in Kenya's crowded cooking oil market
How consumer research, concept testing and packaging analysis helped a leading FMCG company stand out in Kenya's cooking oil market, where more than 30 brands compete.
Outcomes
- Rapid concept testing of product features and messaging
- In-depth analysis of packaging designs
- Consumer and shopper insight on purchase drivers
The question
Facing more than 30 rival brands in Kenya's cooking oil market, a leading FMCG company needed to stand out. Packaging plays a pivotal role in purchase decisions, so the company needed to understand consumer behaviour and packaging preferences to gain a competitive edge.
The approach
Kasi gave the company a set of brand research tools: consumer insight on preferences and market dynamics, rapid concept testing to refine product features and messaging, and in-depth analysis of packaging designs to optimise their impact on store shelves.
The outcome
Using the consumer insights, the brand optimised its packaging and refined its product features to set itself apart in a highly competitive market. This resulted in increased sales, enhanced brand perception and improved marketing return on investment.