Consumer Behaviour Report for FMCG

Client:
Spanish Olive Oil Association, Ministry of Agriculture – Spain and European Commission.

Goal:
Increase the information about Indian consumer behaviour related to Olive Oil consumption in order to define new promotional strategies. Monitor the evolution over the 3 year period that a ATL (above the line) and BTL (below the line) campaign was implemented.

Methodology:
1975 CAPI surveys in 8 Indian cities and 10 in-depth semi-structrure interviews with F&B professionals. Statistical analysis to asses the consumption barriers and the usage of the product. On-site visits to verify the location choices according to the target group. Review of the content published on the digital media and the evolution of followers in social networks. Analysis of more than 30.000 surveys collected at the BTL events to evaluate  the satisfaction of the participants.

Achievements:
Three year full-fledge report to improve year by year the campaign and its outcomes in terms of impact and increase on sales.