The Objective

Our client aimed to reclaim its market share in the beverage category in Bangladesh by gaining an edge over its competitors. The challenge involved understanding brand identities and building strategic direction for all the brands in the client’s portfolio

The Strategy Unfolded

Prometheus' work included identifying and understanding each brand’s (competition and our client brands) identity. An in-depth understanding of each brand's attributes, beliefs, values, physical and emotional payoffs, occasions, and moments helped create brand maps. NLP - an integral part of this strategic work unfolded the product story. A comprehensive understanding of each brand’s equity was brought alive. What completed the story and acted as the guiding light was gauging the youth's pulse to have a future-focused dialogue with them.

The Impact

A workshop with key stakeholders was done to construct the required focus each brand will need to have within the client's portfolio. The role each brand will play in the collective consciousness of society, from the significant strategic calls to on-ground cross-category associations for each brand within the portfolio was defined.