Some of the key findings include:

• The current cultured milk drink landscape in Singapore is dominated by the client’s brand in terms of brand awareness, frequency of consumption, and consumers’ ranking.
• The brand is a reputed brand highly regarded by Singaporeans for its familiarity and taste. It has also captured the loyalty of the older generations.
• The brand’s recent marketing efforts have been ineffective in providing outreach and creating engagements.
• Competitors are practicing similar marketing efforts as the client’s brand.

Our team also crafted 4 personas to represent the findings. We delved deep to and discovered distinct differences across different age groups, mainly, in motivations for drinking cultured drinks, brand associations for the client’s brand and its competitors’ brand, brand loyalty, etc.

To understand the context and strengthen their recommendations, our team also conducted secondary research on competitors’ marketing strategies. This helped us better suggest effective marketing strategies to strengthen our client’s place in the Singapore market.