Consumer Packaged Goods Overview
Protagonist works with CPG leaders to target customers at the time of decision, via the channels of their choice, with the messages that will influence spending and prepare brands for market globalization.
The global market for consumer packaged goods is reliant on consumer spending, which is in turn impacted by national trade and economic policies. These factors make it vulnerable to shifting political forces, as well as to deeply held beliefs about the virtues and dangers of the products themselves.
Key Industry
Pain Points
DEEPEN CUSTOMER ENGAGEMENT AT EVERY PHASE OF THE PRODUCT CYCLE
The more awareness you have of the customer buying cycle and how it affects your marketing approach, the better you’ll become at dominating every phase of the purchase. By attaching to deeply held beliefs, Narratives can help pinpoint how to drive conversion.
ENGAGE WITH INFLUENTIAL CUSTOMER DEMOGRAPHIC SEGMENTS
With the fall of traditional marketing, influencer analysis is becoming one of the most effective ways to attract customers and clients. When you align with an influencer, not only do they bring their audience, but they bring their audience’s network as well.
PREPARE FOR THE APAC’S BURGEONING INFLUENCE IN THE GLOBAL CPG MARKET
As times are changing and new markets are emerging, a “one-size-fits-all” approach is not an option. Brands that want to do well in economies where demographic trends offer more potential for growth than developed markets, CPGs must tailor their products to local demands.
“We used Narrative Analytics to guide our creative for our ‘Return to Real’ campaign. The response was amazing – it’s a key part of all our communications programs across the board.”
John Talbot, CEO, California Milk Advisory Board
Solutions for CPG
Energize Your Brand
The Narratives around CPG brands are closely linked to consumer’s beliefs about the safety, usefulness, and desirability of their products. Protagonist helps CMOs identify, understand, and leverage the narratives that most powerfully express the consumers deeply held beliefs about the integrity and value of the brand and its products.
Win a Narrative Battle
Science, culture, and politics can all exert profound influence on consumers’ perceptions of products and their purveyors. Is sugar bad for you? How about prescription drugs? Do babies thrive on formula? Are microwaves safe? Protagonist helps companies understand the Narratives at play in the big conversations, as well as shape the Narratives that can turn the conversation in favorable ways.
Activate Your Target Audience
Protagonist helps CPG executives uncover and identify meaningful customer beliefs about the value of your product and brand – as well as segment your consumer audience to create campaigns based on Narratives that resonate.
Mars
Protagonist helped Mars understand positive consumer Narratives around sweet treats and snacking behaviors so Mars could connect with current consumer needs.
The Challenge
With soda tax initiatives on many ballots, Mars wanted to better understand consumers’ underlying beliefs around sugar, and products containing it, to better position their existing products and develop new ones.
The Solution
In addition to sugar Narratives, Protagonist explored the broader conversation about snacking behaviors and the importance and quality of ingredients in packaged foods.
The Results
Narrative Analytics uncovered a range of positive Narratives around snacking, chocolate, and portion sizes – enabling Mars to renew their marketing strategies and ultimately strengthen their brand.
It's Time for the Deep Dive
The Narrative Analytics Difference:
How to Achieve Success in a Post-fact World