Emotional drivers led to a successful cereal launch in Mexico
Updated: May 14, 2020
case study brief
A global food manufacturer wanted to co-create a successful cereal that would help women to manage their figure. COMARKA identified the best mix of cereal concepts (beliefs, benefits and features) during a 4-week online community. Three concepts passed to the quantitative stage and one was successfully launched.
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goals
Learn why Mexican women value their feminine figure, and what their beliefs and food choices are to manage their figure.
Learn key consumer beliefs about cereal, the most desired benefits, and most important ingredients to generate 3 successful product concepts.
approach
Online Community with 30 women from Mexico.
COMARKA in-culture online moderation elicited the key emotional drivers of 10 product concepts generated by the clients. The clients took this information and developed 10 improved product concepts.
outcome
COMARKA ranked each co-created concept by its potential and provided recommendations to strengthen its appeal, credibility and uniqueness. Three concepts passed to a quantitative stage and one was successfully launched. This product maintains a strong position in Mexico.
