Course: Consumer Research and Advertising Planning.

 

Type of Assignment: Group Presentation.

 

History of Assignment: The assignment is kicked off with a secondary research paper, including: industry market situation analysis, brand analysis, competitor analysis, and statement of the main issue. This is followed up by running a category report to determine demographic characteristics of yogurt consisting of a Clear Decision report and analysis of key findings. Then, the flow is given to a second category report using Clear Decisions to determine psychographic (behavioural, lifestyle, value) traits of yogurt consumers. Later on, a focus group (5 people) gets involved in the process to understand how they think and feel about Liberté. After all the information is collected, a new campaign is created in order to solve the problem. At the end of the assignment, the whole process is presented to the client (professor of the course) and the ad is revealed.

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My role: Brand analysis in the secondary research (with the team), the first and second crosstab reports and their analysis (with the team), preparation of focus group questions (with the team), the creation of the big idea of the campaign (with the team), and the execution of the magazine ad using Adobe Photoshop and Adobe InDesign (solo).

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Problem: Comparing with its main competitor, Liberté does not have different product lines that fit into the different categories of yogurt. For this reason, Danone with its wide variety of products and price points is one move above Liberté.