Biggest buying barriers towards Caro, qualified with non-users
Most convincing Power Insights to overcome the barriers, qualified with non-users
Based on the strongest Power Insights we developed a preference-generating positioning concept. This concept was the foundation for the relaunch of the packaging and other communication material.
"We are highly satisfied with the project results: we were able to explicitly identify the greatest barriers of current non-frequent users and non-users of Caro Original and, moreover, to identify relevant key messages which convince the target group to consume Caro Original (more often).
The tasting of the product at the end of the focus groups did not only confirm the effectiveness of the identified key messages but also showed that current non-frequent users and non-users can be turned into avid consumers."- Director Marketing, Nestlé S.A. -