LINKING DESIGN AND POSITIONING
ADDRESSING THE ISSUES
The client repositioned one of his client’s drinking-milk products in order to give individual drinking-milk products more distinct individual identities.
For one of the products, there were doubts as to whether the design was consistent with the brand identity the client wanted to create. the client asked Toplans to conduct a survey of the product´s primary target groups to uncover the consumers’ views on and experience of the product´s design and to identify extent to which the design affects the product´s position in the market.
The survey was carried out using a combination of qualitative and quantitative methods using STM simulated test market.
The qualitative part focused on:
- What does the packaging signal (values, messages and feelings)?
- Which elements help communicate the desired values, messages and feelings?
- How can the packaging be changed / adjusted in order to communicate the desired values, messages and feelings?
- How do packaging and messages affect the perception of the client?
The quantitative section focused on:
- Which statements are associated with the design?
- How does the new packaging design differ from an earlier version of the design and the competing products?
- In which segments is the design strongest?
- Which specific parts of the design prevent consumers from buying the product?
The survey resulted in clear recommendations on how to improve the design in relation to the desired positioning.
Environmental strategy 2020
ADDRESSING THE ISSUES
Aujan Industries asked Toplans to conduct a survey among Iranian consumers to evaluate their responses to new flavor. How do consumers experience and evaluate the new flavor initiatives Aujan Industries has already implemented, and how do they perceive the targets?
In order to ensure a valid, detailed understanding of the consumers’ understanding, Toplans used a combined research and activation. The first phase consisted of a series of activation aimed at exploring consumers’ emotional response to and understanding of new flavor initiatives drinking experience and sampling promotion simultaneously during the exhibition in IRAN Agrofood Exhibition.
The second phase consisted of a quantitative questionnaire intended to corroborate the information gained from the respondents after testing the new flavor as well as providing a basis for prioritizing the new flavor initiatives.
The results have become an important tool in the strategic planning of the company’s future activities as well as Aujan Food´s communication with consumers about new flavor issues.
ADDRESSING THE ISSUES
It is an essential element of all business enterprises to monitor and evaluate the effectiveness of its supply chain. In order to operate viably within the Iranian Market, Bel Sahar changed its distribution partner. Bel Sahar requested a report from TOPLANS to determine the satisfaction of their retailers in regards to this change.
To give a comprehensive analysis of the distribution chain, Toplans conducted an extensive telephone-based survey with the participation of numerous retailers situated in entire country. The questionnaire was customized and focused on the five important factors directly impacting a retailer's satisfaction. Promotional campaigns, payment Policies, sales team performance, sales revenue and overall distribution efficiency, Each question was given a scale of 1 to 5 for a detailed evaluation. Toplans’ call center staff spent approximately 20 minutes with each interview respondent and all answers were recorded directly into a data collection system.
This research method not only minimizes quality risk, but also is cost saving. Information keyed into this system is kept confidential. Together with various statistical applications, a frequency, mean and cross-tab method were used to Process the collected data.
The Final Report by Toplans for Bel Sahar resulted in: An Evaluation of Overall Retailer Satisfaction in relation to the Distribution Agent. Recommendations on the importance of varying promotional techniques along with improving sales team performance to increase future demand and develop strategic marketing approaches a conclusive statement regarding Rouzaneh market share and brand equity in entire country thus far.