and preferences regarding packaging colors, providing valuable insights that contributed to Cadbury’ s decisionmaking process. The study reinforced the role of vibrant and distinctive packaging in enhancing brand recognition and customer appeal within the region.
Case Study: Cadbury’ s Research for Packaging Colour Change
Cadbury is renowned for its distinctive purple packaging, but this wasn’ t always its signature colour. The decision to standardize the purple colour for its Dairy Milk range was based on extensive primary market research aimed at aligning the brand with perceptions of premium quality and emotional connection.
Objective
Cadbury sought to reinforce its position as a premium chocolate brand while creating a distinct identity that set it apart from competitors. The research also aimed to understand how packaging colours influenced consumer perception and purchase intent.
Research Approach
Cadbury employed a comprehensive research strategy to identify the most impactful packaging colour for its Dairy Milk range. The process involved multiple methodologies to capture diverse customer insights and behavioural patterns. Focus groups were conducted with existing customers across various demographics to explore their associations with different packaging colours. Among the options presented, purple emerged as the colour that most strongly appealed to customers.
Additionally, retail observations were conducted in-store to monitor customer behaviour. These studies revealed that
products in purple packaging attracted more attention and demonstrating a strong visual impact.
Key Findings
• Emotional Resonance: Purple was strongly associated with indulgence, richness, and trust by customers.
• Brand Differentiation: The use of purple allowed Cadbury to stand out.
• Recognition and Recall: Purple packaging enhanced brand recall.
• Consistency: Standardizing purple across the Dairy Milk range created a cohesive and recognizable brand identity globally.
Outcome
Cadbury adopted purple as the primary colour for Dairy Milk packaging globally. The decision not only strengthened brand recognition but also positioned the product as a premium offering.
Purple became so synonymous with the brand that Cadbury sought legal protection to trademark the colour in certain markets, emphasizing its importance to their identity.
Other FMCG Packaging Research Examples
Coca-Cola’ s“ Share a Coke” Campaign: Coca-Cola conducted research to personalize packaging with names and phrases. Surveys and focus groups revealed that personalization increased emotional connection, leading to a significant rise in sales during the campaign.
Heinz’ s Upside-Down Ketchup Bottle: Heinz used observational research to understand customer frustrations with traditional ketchup bottles. Insights from focus groups led to the development of the upside-down bottle, which became a massive success.
These examples demonstrate the importance of consumer research in packaging decisions.
Here are examples of how banking and insurance companies have effectively used primary market research data to enhance their strategies and competitiveness.
Banking: Standard Chartered Bank
Case: |
Enhancing |
Digital |
Banking |
Services |
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Standard Chartered conducted in-depth interviews and surveys with customers across emerging markets to understand their preferences for digital banking solutions. The research revealed that customers desired seamless mobile app experiences, real-time transaction notifications, and robust security features.
Outcome: Using these insights, the bank revamped its digital platform, integrating biometric authentication and personalized financial planning tools. This initiative led to increased customer satisfaction and higher adoption rates for its mobile banking app.
Banking: Equity Bank( Kenya)
Case: Financial Inclusion for Unbanked Populations
Equity Bank used focus groups and surveys to understand the financial habits and barriers faced by unbanked individuals in rural Kenya. The research highlighted a lack of trust in traditional banking systems and the need for affordable, accessible financial products.
Primary market research is a powerful tool for identifying emerging market trends and unmet needs. By collecting real-time feedback directly from consumers, businesses can detect subtle shifts in preferences or behaviour before they become widespread. This ability to anticipate change enables organizations to seize opportunities and innovate proactively.
Outcome: The insights drove the development of the bank ' s agent banking model, which leverages local shops as banking touchpoints. This innovation significantly expanded the bank’ s reach, bringing millions of previously unbanked individuals into the formal financial system.
Britam Insurance: Driving Innovation in Microinsurance
Case: Expanding Access to Insurance for Low-Income Groups
Britam conducted qualitative studies and interviews in rural and peri-urban areas
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