Describe a situation where you used sales data or market research to adjust a brand strategy. What data did you rely on, and what was the outcome?

Situation

While managing a popular biscuit brand, I noticed a gradual decline in sales in Vis-Min regions over two quarters. Anecdotally, field sales said it was due to a new competitor, but I wanted to base decisions on hard data.

Task

I needed to diagnose the root cause and propose an actionable brand response that would halt the decline and ideally return to growth within six months.

Action

I pulled Nielsen retail audit data and ran a consumer survey in key Vis-Min cities. The data showed our brand was perceived as 'too sweet' compared to the local taste preference for a more savory profile. I also found that our competitor was offering smaller, more affordable pack sizes that resonated with the region's sari-sari store shoppers. Based on this, I proposed an SKU reformulation with reduced sugar and introduced a P5 sachet pack.

Result

Within four months of launching the reformulated product and new pack size, sales rebounded by 15%, and the brand regained its number one position in the region.