place of 15
fragrances including the current product range, new options and competitor
a CLT over two
Through Liking Segmentation™ it
was found that fragrance preferences were very polarised, with four clearly distinct and targeted
groups of consumers being identified.
From this the client was able to identify a product portfolio that both offered appealing
products and strong choice across the fragrance segments, recommending three
new fragrances and optimization
one existing product to provide much stronger reach and the ability to compete
with established market place products more effectively
General learnings were also fed
client’s global database
of appeal drivers for deodorant
enhancing global understanding.