CASE STUDY: Moconna
Industry: Instant Coffee sachets
Challenge: Developing a future category vision
Unravelling the complexity of people
It’s never a straight line between where a category is today, and where it could go in the future
So how do we use current attitudes and behaviours as a springboard for developing a future category vision?
Solving problems
Our online consumer co-creation process allowed us to understand gaps in the market, and work with consumers to develop future product and positioning solutions
Creating opportunities
Taking an occasion needs product-based approach allows us to project forward, to understand what the next generation of products needs to be
With a supporting positioning and trade strategy, developing a comprehensive vision for a market