Positioning that resonates
"Yes this milk-formula used to be very popular. But today they are not all that. They have had no new products for so long."

“This is what my mother-in-law used not what I will use.”
A leading health and nutrition company in the food and beverage sector was failing in a key Asian market.
Cimigo’s exploratory ethnographic research quickly unveiled that the brand no longer resonated with consumers and needed re-igniting.
We ran co-creation exercises with consumers to build a revised positioning, a positioning that resonated, inspired and reassured consumers on their choice.
The research provided insights into perceptions of their brand and the key drivers of consumption.
We facilitated workshops with consumers which helped the brand team redefine a brand positioning that leveraged their existing strengths and find a unique position in the market.
The brand subsequently rose from a poor fifth rank in sales to a healthy second.




Lisa Nguyen - VN Marketing Lead

Sam Houston - Chief Executive Officer

Minh Thu - Consumer Market Insights Manager

Travis Mitchell - Executive Director

Malcolm Farmer - Managing Director

Hy Vu - Head of Research Department

Joe Nelson - New Zealand Consulate General

Steve Kretschmer - Executive Director

York Spencer - Global Marketing Director

Laura Baines - Programmes Snr Manager

Mai Trang - Brand Manager of Romano

Hanh Dang - Product Marketing Manager

Luan Nguyen - Market Research Team Leader

Max Lee - Project Manager

Chris Elkin - Founder

Ronald Reagan - Deputy Group Head After Sales & CS Operation

Chad Ovel - Partner

Private English Language Schools - Chief Executive Officer

Rick Reid - Creative Director

Janine Katzberg - Projects Director

Anya Nipper - Project Coordination Director

Dr. Jean-Marcel Guillon - Chief Executive Officer

Joyce - Pricing Manager

Matt Thwaites - Commercial Director

Aashish Kapoor - Head of Marketing

Kelly Vo - Founder & Host

Thanyachat Auttanukune - Board of Management

Hamish Glendinning - Business Lead

Thuy Le - Consumer Insight Manager

Richard Willis - Director

Ha Dinh - Project Lead

Geert Heestermans - Marketing Director

Louise Knox - Consumer Technical Insights

Aimee Shear - Senior Research Executive

Dennis Kurnia - Head of Consumer Insights

Tania Desela - Senior Product Manager

Thu Phung - CTI Manager

Linda Yeoh - CMI Manager

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