An FMCG major faced the challenge of determining which sports drink concept would resonate the most with its consumers given their likeability and preferences. The company was working towards unveiling its drink in the South Africa market.
We identified the concept that was performing well at all levels in terms of likeability, purchase intent, trend and uniqueness, however it was fairing low in terms of relevance score. We saw that the colors used on the pack and the flavor mention on the pack were the top performing attributes on the pack, increasing the willingness to pay.
The study delivered clear results indicating which concept would hold the highest impact. It widened opportunities for the sports drink, introducing retailing in cans and sports-infused lifestyle, establishing a strong position for the drink in the South Africa market.
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