Consumer Brands

Interested in getting smarter about your current and potential consumers? Do you wish to identify fertile opportunities in the marketplace?  What about acquiring a precise scientific understanding of your brand’s perception among both customers and non-customers? In other words, would you benefit from a detailed illustration of how consumers view your brand today before you begin positioning it for tomorrow? If so, let Kelton help determine your best avenues for advertising, promotion and partnerships, as well as a strategy for impacting and augmenting your brand’s image.

We have done it for brands as diverse as mikes hard lemonade, Nintendo, American Express, Lexus, Taco Bell, Embassy Suites, and Continental Airlines.

This qualitative and quantitative approach will provide you with:

• A demographic and psychographic profile of your potential consumer to help you understand who is a likely target consumer for your products. It will detail both simple demographic facts like age, race and region, as well as in-depth lifestyle information such as interests, hobbies, brand affinities, and shopping habits.
• A Brand Equity Outline that will explain where your brand fits within its competitive set and which brands are strong – and weak - in the eyes of consumers. It will also detail segmenting specific attributes from quality to price to image, and anything else consumers may perceive – rightly or wrongly – about the category’s key brands.
• Details about the attitudes that drive purchase in your category and what brand equities lead to purchase. What are each key product’s competitive advantages and disadvantages? What brands do consumers consider and what causes them to choose one over another?
• How, what, where, when and why people shop for your particular product category and where opportunities exist to insert your brand. How do customers currently consume/utilize your brand? And what are consumers’ future expectations for your brand, and the category in general?
• A Media Consumption Study that outlines where your consumer is finding information.
• Specific feedback on products, ads, promotions, retailers, or any other information you provide us that may be valuable to you, your distribution partners and your retailers.