Objective:
The top beverage company in Vietnam aimed to gain a deep understanding of consumer perspectives, claims, and positioning strategies employed by their competitors in the energy drink market. This research sought to uncover the associated themes and tactics utilized by rival brands within the energy drink segment, providing valuable insights for the company’s strategic decision-making and market positioning efforts.
Challenge:
The primary challenge faced by the team revolved around the daunting task of aggregating and analyzing information from a multitude of sources, spanning billions of data points. Additionally, they required assistance in identifying and extracting competitor claims from this vast dataset. Simultaneously, the team sought to discern key consumer trends to inform their strategic decision-making process. Meeting these challenges required a systematic approach and advanced tools to extract actionable insights from the extensive data landscape they were dealing with.
Solution:
Leveraging AiPalette’s powerful Foresight Engine, the team conducted a comprehensive analysis of consumer conversations by processing millions of data points. This extensive data mining allowed them to gain valuable insights into the market dynamics and consumer sentiments surrounding energy drinks in Vietnam. By scrutinizing these conversations, the team could uncover not only the prevailing trends but also the underlying drivers and occasions that influence consumer choices within the Vietnamese market.
In addition to examining their own brand’s performance, the team took a holistic approach by analyzing data from ten other competing brands. This comparative analysis provided a well-rounded perspective on the competitive landscape and allowed the team to benchmark their strategies and positioning against those of key rivals. The insights derived from this comprehensive data analysis empowered the team to make data-driven decisions, fine-tune their approach, and better position their products in the dynamic energy drink market of Vietnam.
Outcome:
We helped them recognize that consumers prioritize health, a trend reflected in brands offering energy drinks. Competitor brands emphasize health claims like Vitamin B3, Vitamin B6, and Inositol. Consumer conversations frequently highlighted keywords such as Energy, Vitamins, Strength, Vitamin B, and Vitamin C, underscoring the importance of these attributes in their perception of energy drinks.
