How Consumer Research Helped an FMCG Company Rethink Its Brand Communication Strategy
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FMCG | Consumer Insights | Advertising Effectiveness
The Business Challenge
An established Indian FMCG company with a strong presence in household cleaning products was preparing to strengthen the market position of an innovative detergent powder.
The product featured advanced stain-removal technology, and the company aimed to compete in the premium detergent segment.
To support this positioning, it engaged a prominent Indian cricketer as its brand ambassador. Despite the product's technical differentiation, established distribution network and high-profile endorsement, the company needed to understand whether its advertising strategy was connecting with the intended consumers.
Our Research Approach
eMpulse was engaged to evaluate the effectiveness of the brand's communication and understand consumer perceptions.
The research focused on consumer reactions to the advertising campaign, perceptions of the brand ambassador, product positioning and purchase considerations.
Consumer feedback and in-depth interviews helped identify the factors influencing brand appeal and the effectiveness of the campaign.
The findings were translated into practical business scenarios and evaluated using a structured decision-making framework.
Key Insights
The research revealed an important disconnect between the advertising strategy and the intended consumer audience.
Although respondents considered the advertisement uncluttered, the celebrity endorsement did not create the expected emotional connection with the target consumers.
The study also highlighted the importance of communicating the product's functional benefits, particularly its cleaning effectiveness and value proposition.
The findings suggested that the brand could benefit from communication focused more directly on product performance than celebrity association.
Business Outcome
Research revealed a gap between advertising assumptions and consumer perceptions.
The findings helped the company reconsider its communication approach and place greater emphasis on the product's functional benefits.
The revised advertising direction focused on product efficacy and practical benefits relevant to consumers.
Business Lesson
Celebrity endorsements and large advertising investments do not automatically guarantee consumer engagement. Testing advertising concepts and brand positioning with the intended audience can help companies identify weaknesses before committing further marketing expenditure.
