Impact of Pack Change
Business Practice- Innovation & Product Development
Assess retention rate among own franchise, understand reasons for turn-over (alienation, if any) and assess impact of pack change on the overall brand as also on taste perceptions, taste satisfaction and brand imagery in KSA, UAE and Kuwait.
Panel of adult brand users created and used to measure impact of the pack change, pre and post launch. Panel-based measurement among the same adult brand users at a pre-launch stage (1 month before launch) and post-launch stage (1 month after launch).
There was an issue with the distribution of the new pack in one of the 3 countries, leading to lower awareness and usage (a third were still using the old pack). That said, the launch of the new pack did not lead to any dissonance in any of the markets – brand retention was 100%.
The new pack also had a significant positive impact on brand perceptions – improvement in taste perception was a positive collateral impact, although in reality,, no changes were made to the product.