Cadbury Brazil

Challenge

• Cadbury Brazil (now Kraft) wanted to understand why shoppers buy “confectionery” products.
• Cadbury believed that a “Best-In-Class”  understanding of switching behaviour and the purchase decision would allow them create a winning brand and retail strategy. This is why they  selected Instore Research’s “Point of Decision” methodology to understand the purchase decision.

Solution

• Instore Research collaborated with some of the largest retail partners (and J&J’s partners) to understand the purchase decision and utilize the “Point of Decision” methodology on J&J’s behalf.
• Instore Research was able to identify key aspects of the shopping behaviour that drove switching behaviour

Result

• Optimized retail and brand strategy.
• Overall sales increase of 15% annually.