Background
A discount grocery chain was experiencing rapid growth but needed to understand the key drivers of consumer choice beyond price to sustain its momentum and build long-term brand value.
The challenge was to identify which brand attributes would resonate most effectively with the mass market and create a foundation for sustained growth and improved brand perception over the long term.
Solution
Gain Theory utilized Integrated Market Response, one of its advanced MMM solutions, to analyze the impact of the company’s paid, owned, and earned media on sales and brand perception.
The analysis identified that while price was a known factor, consumer perception of “range” and “provenance” were powerful, under-leveraged drivers for growth.
Based on this insight, we recommended a strategic shift in messaging to emphasize the quality and variety of the grocer’s product range.
Results
The data-driven shift in communication strategy became a central pillar of the company’s marketing plan. By focusing on “range” and “provenance”, brand perception evolved from a business focused on low prices to a mass-market, proud-to-shop-at grocer. As a result, its market share increased from 1% to 9% over an 11-year period.
increase in market share