Lack of visibility into the competition leads to market losses for the marketing director of a consumer goods company

Scenario



The Marketing Director of a consumer goods company was concerned about the constant loss of market share to competitors. Despite implementing various marketing campaigns, the results were weak, and consumers continued to choose competitors' products. The big question was: what were the competitors doing right that the company couldn’t perceive?

Problem

Without Yellow Tokens, the Marketing Director faced significant challenges in understanding what truly made consumers prefer competitors' products. In an attempt to gain insights, he turned to traditional market research. However, these studies took too long to conduct and analyze. By the time the results arrived, the information was outdated and of little use. Moreover, the high cost of these studies made frequent implementation unfeasible, leaving the director without reliable data to adjust marketing campaigns.

One crucial aspect the director failed to capture was the customers' appreciation for sustainable packaging. While the company focused on highlighting attributes like price and quality in its campaigns, many consumers opted for competitors due to their use of eco-friendly packaging—an element that the director's campaigns did not address. This lack of direction resulted in campaigns that failed to attract and retain consumers, leading to a significant loss of market share.

How Yellow Tokens Helped Through Understanding Customer Feedback

By implementing Yellow Tokens, the Marketing Director was finally able to map what consumers truly valued. The tool quickly revealed that many customers were choosing competitors' products not just for quality or price, but because they valued a commitment to sustainability, especially regarding the use of eco-friendly packaging.

With this critical insight, the director adjusted his campaigns to highlight the company’s sustainability efforts, including the development of new eco-friendly packaging and green initiatives. The campaigns began to focus on these values, which had previously been neglected, repositioning the brand as a conscious and sustainable option.

Results Achieved After Implementing the Action Plan

After adjusting the campaigns based on insights provided by Yellow Tokens, the Marketing Director was able to recover the lost market share. The new campaigns, now aligned with the sustainability values that consumers truly cared about, resulted in a significant increase in engagement and sales. The company not only managed to surpass the competition but also established a stronger connection with its customers, solidifying its position in the consumer goods market as a responsible and conscious brand.