A series of studies in the milk, chocolate, and cereals categories.
Challenge
The exit of major brands from the Russian market created a need for retail chains to fill their shelves with products, leading to the development of private label brands.
Solution
We conducted a semiotic analysis of both current and departed brands in the market to identify trends and emerging gaps. This allowed us to create a market overview for subsequent segmentation and hypothesis development.
Result
The analysis updated the understanding of managers working within the selected categories. During the project, one of the brands completely changed its positioning and target audience, which had been misinterpreted by management. The analysis helped realign management’s perception with the brand’s current positioning.
Roles: market research, analysis, consumer insights, competitor analysis
