Case Study

Cirkle x Ferrero

Identifying new seasonal opportunities for confectionery in convenience

THE CHALLENGE

Working closely with their client, Ferrero, Cirkle wanted to understand how big a seasonal opportunity Diwali and Eid was for boxed chocolate confectionery, within convenience retail. They also wanted to better understand how Ferrero could support retailers to maximise this opportunity with them.

OUR APPROACH

We carried out telephone interviews with 250 convenience retailers, including both symbol and unaffiliated retailers, to understand any differing viewpoints and needs. We wanted to identify current activity and behaviour with regards to Diwali and Eid, and what the potential might be to grow them as valuable occasions going forward, from the retailer’s viewpoint.

THE OUTCOME

The research opened the client’s eyes to some key insights and challenged their perception of the opportunity. The insights helped them refresh and re-invigorate their plans going forward and change the way they support retailers during these festivals.

“Our client was really impressed with the outcome of the research. KAM identified insights which really challenged their thinking and the findings have had a direct influence on their channel strategy for these key calendar events. Thanks, again, KAM”

Amy Searle, Head of TradeCirkle

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