carrot carrot carrot Change Centers x cognizanti collaborators create-folder Data Science Decisive Infrastructure download download edit Email exit Facebook files folders future-of-work global sourcing industry info infographic linkedin location Mass Empowerment Mobile First our-latest-thinking pdf question-mark icon_rss save-article search-article search-folders settings icon_share smart-search Smart Sourcing icon_star Twitter Value Webs Virtual Capital workplace Artboard 1
CONSUMER GOODS

New Brand Strategy for a Changing Market


The Challenge

A manufacturer of packaged meat and frozen bakery products recognized the need for new brand positioning to meet the challenges of the evolving consumer landscape in meat consumption. The company reached out to Idea Couture, Cognizant’s digital innovation, strategy and design firm, to analyze the marketplace and help develop a new brand strategy.


Our Approach

We started with an ambitious research initiative to understand new consumer attitudes toward meat consumption using foresight scanning and ethnographic immersion. From our research we learned, for example, that the growth of urbanization is giving rise to increasingly fragmented consumer lifestyles—and that the more chaotic life becomes, the more consumers seem to crave authentic, natural and even pastoral product offerings. 

We then worked with the company to develop a brand strategy that would inform how new platforms could reach new consumer segments and fit into the company’s larger portfolio.

Innovative Research Results in a New Premium Brand

With emerging flavors, ingredients and design, the company launched its first product family in 2014 to accolades from consumers, partners and investors. Though the company was acquired by a larger industry player later that year, its success was attributed to the key components of brand building, portfolio innovation and product development.

SEE THE FULL STORY »

Gained

a deep understanding of the effects of urbanization on consumer behavior

Developed

a brand that fulfills consumers’ desires for authentic products

Established

a commitment to innovation


SPREAD THE WORD