Abstract:

In this paper, you will learn how rediscovering the essence of why shoppers buy your category and how they choose brands is at the heart of winning shopper trade-offs. We will share a thought process using a value equation model to boost brand value: it is uniquely blending behavioural science principles and jobs-to-be-done theory. This paper is the result of experiments in Asia and Europe with a handful of leading FMCG brands in food and drug categories