We had our much awaited client meeting on last Tuesday, and we finally got an idea of what we are supposed to do. Currently the client is losing out on sales because consumers are not aware of certain product offerings courtesy of their brand image. The task for us is to create awareness amongst the consumers at FMOT and shape the communication to change the perception of the brand. The client shared with us consumer data for different countries and it was interesting to read the findings, especially for those in China and India. Although I want to share these interesting insights, the NDA that we signed prevents us from doing so.
Our team met on Saturday for a good 8 hours of work. We started the day by visiting Kroger, Walgreens and Sam’s Club to see how the products were placed and what from the aisle we could use as our communication medium. We spent close to 2-3 hours studying how the feminine care aisle was designed and how the products were displayed. This probably was the most productive session our team has experienced till date. We learnt so many things that previously weren’t apparent to us. Post our visit, we gathered at Rufan’s (one of my team members) place to further work on the findings. We applied SIT and persuasion principles to develop ideas to address many of the problems of the client. We also discussed the plan of the action for the remainder of the project. In the coming weeks, we plan to do focus groups and in-depth interviews to pilot test the ideas we have come up with.
Now that we have a better idea of what the client wants, we feel more confident and comfortable with the task ahead even though we have only 5 weeks left.
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