A major FMCG organization was experiencing declining brand consideration in a key personal care category despite sustained advertising investment. The marketing team lacked diagnostic data on which brand equity dimensions were deteriorating, which competitor was gaining share of consideration, and why. They needed a continuous tracking program that could diagnose the problem and measure the impact of corrective interventions.
Research Approach
Robas Research designed a quarterly brand health tracker covering 12 cities across 4 metro and 8 Tier 2 markets, with a sample of 600 target-profile respondents per wave. The tracker measured unaided and aided brand awareness, brand funnel metrics, brand image attribute ratings, and competitive brand perceptions using a consistent question architecture that enabled reliable wave-on-wave comparison.
Insights Generated
- The brand’s consideration gap was concentrated in the 25-35 age segment, where a challenger brand had gained 14 percentage points of consideration in 18 months
- The primary driver of consideration loss was a perception of ‘traditional’ brand imagery relative to competitor brands perceived as modern and aspirational
- Distribution presence was not a contributing factor—the issue was purely a brand communication and positioning gap
Business Impact
The brand team used the tracker findings to brief a repositioning communication strategy targeting the 25-35 segment. The subsequent two waves of tracking showed a statistically significant recovery in consideration within 6 months of the campaign launch—validating the research-informed strategy and enabling the marketing director to present a clear ROI narrative to the leadership team.