A well recognized milk brand from South India found itself in a predicament when it experienced a decrease in demand for one of its products - flavored milk, when the market dynamics and consumer preferences changed. The brand, under pressure from fast altering consumer preferences, wanted to find the reasons for the decline in demand for flavored milk. Hence, they turned to marketgenics.co to undertake a full lapsage study to understand and examine the decline of demand.

Understanding the Challenge:

MarketGenics started the project with a detailed examination of the milk brand's current market position, consumer attitudes and competitive landscape. Our researchers noted that the particular brand was facing difficulty in keeping in touch with the changing demands of its customers because of a range of issues including old packaging, poor communication strategies and the entry of new brands.

Methodology

MarketGenics researchers used both qualitative in-depth interviews and quantitative semi-structured interviews to explore the core needs from Brand’s Milk, as well lapsage reasons to competitors. Retailers that stock the Brand Milk, the distributors and consumers that have lapsed from the Brand Milk were all included in this study.

Center - Tamil Nadu

Strategic Insight through Data

Using sophisticated data analytics tools, MarketGenics examined consumer trends, preferences, and behaviors in detail. Through the analysis of social media conversations, surveys and consumer behavior, the team uncovered valuable insights to anchor the brand’s resurgence.

The data-driven perspective revealed an emerging market for local and organic dairy products. With this perspective in hand, MarketGenics developed a plan to reinvent the brand as a leader in ethically and sustainably sourced dairy products.

The process began with a comprehensive lapsage research in which MarketGenics.co used advanced data analytics. Creative and strategic thinking was applied as the data gathered evaluated and measured every conceivable dimension of the Brands market footprint, from consumer attitudes to competitive landscape. This data-driven precision established the platform for a strategic turnaround.

Strategic Positioning: 

MarketGenics.co was presented with an opportunity to position the brand with a leadership role in the area of healthy living. The brand utilized findings from the study to impart its commitment of not simply providing milk, but rather an entire wellness-based lifestyle. This resonated deeply with health-conscious consumers and created a unique positioning for the brand in a crowded marketplace.