The only challenger in its category to gain equity over five years, and a tracker that told it where to spend, market by market
A personal-care challenger competes against a dominant leader in markets where most research does not go. It wanted a tracker it could trust wave on wave, and answers it could act on.
The design was held constant for five years. In the fifth, the brand tracker and the satisfaction tracker were read together, market by market.
Equity rose steadily while every other challenger stayed flat or fell. Awareness grew faster than trial, and people who tried the brand stayed with it, so the brief moved from awareness to trial. Read market by market, the seven markets sorted into defend, scale, fix and build, each with its own spending instruction. The national average had pointed everywhere at once.
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- The question
- Is our brand building equity in small-town and rural India, where is the funnel leaking, and where should the next year's spend go?
- Approach
- Face-to-face brand health tracker with constant design across five waves; cross-track analysis with the satisfaction tracker, market by market
- Where
- Small-town and rural markets across several states, India; five annual waves
De-identified. Names, places and distinguishing details are generalised.
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