Abstract:

Heineken’s research and marketing teams’ positions couldn’t have been more clear when having to defend a slowing beer market in Romania: explore and unveil business opportunities which could reverse a continuously slugged beer market.? When carving up research tools and analytics while turning untapped consumer needs into business concepts, we had to offset business counter-arguments every step of our work. This was the catalyst for us to back up our findings, and in turn enable bold client decision making by: a) unveiling the hidden and relevant truths about consumer behaviour and motivations b) supporting the business opportunity with relevant market sizing and volumetric forecasting findings and c) defending return on investment questions by brand extension leverage strategy.