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New Label

Objectives:

• Validate client's positive preliminary research on the design and performance of the new labels.
• Determine impact of new labels on test brand and overall category sales.
• Evaluate consumer awareness, attitude, and opinions, as well as trade feedback.

Research Design:

• Controlled Store Matched Panel Test
• P-O-P Shopper Intercepts
• Manager Surveys

Key Learning:

• New labels rated well with shoppers from an attitudinal aspect (attractive, contemporary), but sales of new label items decreased significantly
• Shoppers had trouble finding the items with the new labels in the section (color and lack of familiarity)
• Sales of private label and key competitors all increased at the expense of the tested brand

Implication: Client did not proceed with the new labels.