How Loacker optimized market performance and improved global strategies with YouGov insights

Challenge

Loacker needed to monitor consumer perceptions of its products and brand across multiple countries.

Solution

YouGov’s custom research tracker measured brand metrics in various markets.

Business outcome

Powerful insights helped monitoring progress of the marketing strategies for each market.

Business challenge

Loacker is a leading Italian global player in the wafer, biscuits and chocolate industry selling its products in over 100 countries in all 5 continents. To prepare for future growth, Loacker aimed to enhance and update the key brand indicators tracked in previous studies. This had to be done across different geographies and product categories in order to optimize each country's strategy.

To achieve this, Loacker had to ensure that historical data was seamlessly combined with new data, while optimizing and refining the methodology at the same time.

Solution

Loacker signed a 3-year partnership with YouGov to launch an annual custom research tracker in various countries. The survey was designed to reflect the competitive landscape of each market, featuring geographically relevant brands and products.

The research identified each category’s consumers and included a detailed funnel analysis. Product names were paired with package images, to avoid language biases, especially due to the Latin alphabet and the Italian names of many Loacker products.

Additionally, the survey included questions regarding image and product characteristics, expanding the analysis to Loacker’s brand reputation. Two indexes tailored to Loacker's requirements were also developed: Brand Equity and Sustainability Index. This allowed Loacker to investigate which aspects of their image were strengths, and which were potential pain points.

Business outcomes

Through this partnership, Loacker gained valuable insights into brand perception and competitor performance, informing strategic decisions to better meet market-specific needs.

Repeating the tracker annually allowed Loacker to compare results over time and monitor the evolution of key metrics for each product and its competitors in various countries.

Thanks to these insights, Loacker successfully shaped its strategy by emphasizing elements relevant to each market and monitoring the progress of the marketing strategies. This approach enhanced their depth of understanding about brand performance globally.

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