Intelligence Inspiring Marketing Innovation, Empowering Business Solutions

Food/Beverage

The INTAGE Group assists the marketing activities of clients in the food and beverage industry in various ways, including new product development, branding, effective sales promotion, sales support, retail services and production/distribution management.

■Solutions for the Food/Beverage Industry

Key Solutions

■Brand Management (New Product Development)

Key Solutions	Features
Brand Design/Brand Strategy Development	Consumer research by analyzing market structure and surveying attitudes using sales/purchase databases, to identify which values to offer to specific markets and people.
Product Development/Marketing Program Development	Conduct testing of concepts, products and packaging to ensure that brand values are delivered to target consumers as planned, and help develop products that will appeal to the target consumers.
Demand Forecast/Simulation	Assist final tests to assess market reaction to products through trial product evaluations. By incorporating category-specific purchasing patterns obtained from consumer data, clients can forecast the demand after launch into the market.
Evaluation and Improvement of Brand Establishment and Marketing Programs	Help determine the feasibility of achieving objectives after launch, and identify ways to improve processes from recognition to purchase and evaluation, using sales/purchase data and attitude surveys.

■Brand Management (Existing Products)

Key Solutions	Features
Evaluation and Improvement of Brand Tracking/Marketing Programs	Help determine the feasibility of achieving year-end targets, and identify improvements using panel data (retail/consumer) and ad-hoc research (recognition/evaluation, etc).
Brand Diagnosis and Development of Next-Stage Strategy	Identify changes in markets and consumers, health of brands and marketing issues, and also help conduct benchmark surveys on future targets (extension/protection).
Development of Next-Stage Marketing Program	Support the development of marketing programs for future marketing efforts, including whether products and packages need reviewing, which communication strategies will enhance brand appeal, and what in-store and pricing strategies will boost sales and profits.

Case Examples

■Case 1: A client in the food/beverage industry

		To come up with new products to raise the value of the client’s regular brand. Although the client narrowed the possibilities down to three ideas, they were not sure which to pursue. The client had to report to the directors in just one and half a months. What should be done?

		●Understanding the structure of the potential target market and verifying the acceptability of trial products 1．Potential target market analysis: Understand consumer market structure and purchasing behavior in potential target markets. 2．Acceptability to target segments: Evaluate the background of potential target markets including eating habits/preferences and awareness, as well as new product development ideas and trial products.

		●Refining product ideas and target segments, and improving trial products 1．Refine concept and target segment in new product development 2．Identify improvements in trial products Reporting at an in-house concept meeting was followed by approval of commercialization, and finally a C/P test.

■Case 2: A client in the food/beverage industry

		How should we utilize consumer data to conduct the trial evaluation and develop future outlook?

		●Initial performance evaluation of new product based on previously launched products Make comparisons and evaluations by classifying previously launched products into Rank A and Rank B based on the performance level measured by consumer data, and set average values (basic indexes such as trial rate, repeat rate) of the categorized products as “norm values”.

		●Sharing of new product evaluation and estimation of future sales It has become possible to share evaluations of new products based on objective criteria among involved parties inside/outside the company, and to estimate future sales of new products a few weeks after launch. For example, if the sales forecast of a product is assessed as Rank A, the production plan should be revised upward.

Return to Top