Evaluate the potential for new concept around Organic Milk
Business Practice- Innovation & Product Development
To test the new product concepts of Organic Dairy milk
A Qualitative concept testing study to evaluate the new concepts around organic milk. Two distinct concepts were tested among their target customers.
Design: Focus Group Discussions among mothers across the specific age groups. Saudi nationals, consumers of dairy products like Milk, Laban, UHT milk and Yoghurt categories. Regular users of Organic food and consumers who are health conscious and like to shift to Organic food for health benefits.
The research helped the client measure consumer acceptance levels of the concepts in terms of basic appeal and motivation, value, rational benefits, synergy, relevance, and differentiation. It also helped identify if the brand is perceived as an innovative brand.
The research helped the client to expand their product portfolio and drive new sales growth beyond the existing arena of dairy products offered in the market.
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