Challenge: As input for long-term planning, a major pharmacy retailer sought to deepen its understanding of the performance of ten retail household product categories.  Specifically, the retailer wanted to measure key brand indicators of its store brand products versus both national and store brand competitors.

Solution: Plan-it conducted over 4000 online surveys among recent store purchasers of those product categories, evaluating store brands vs a range of national brands within each. Brands were evaluated for awareness, familiarity, consideration, important purchase drivers, product attribute ratings and specific reasons and barriers to purchasing.

Result: Plan-it recommended strategies for strengthening the retailer’s store brand products’ awareness and usage via communications messaging as well as improvements to quality and efficacy, product packaging, and packaging size configurations.