Tracking the performance of a new launch
Background
When a successful, well-known and trusted brand takes the bold move to both rename the business and redesign its packaging, there’s clearly some risk involved.
Taylors Snacks, formerly known as Mackie’s Crisps to most people, have done exactly that.
We can’t fault their approach to the rebrand:
In-depth category insight from TRKR alongside market data from both Kantar and Nielsen, enabled them to understand their underlying performance and that of competitors, and to truly understand shoppers in the category;
Twice the team dipped back into market research to test and fine-tune their designs prior to launch. The last of these was a 10-day TRKR Category Snapshot, with feedback on different designs, pack layout and to compare vs their main competitors.
We think it looks great on the shelf, but ultimately, it’s the shoppers that decide.
The new brand launched in Sainsbury’s in April, Tesco in May and Asda in June, with TV and social media marketing and instore promotional pricing and placements.
Will Taylors retain their market position?
Will they attract new customers and retain existing ones, to get a lasting “bounce” from the new look?
Nothing’s guaranteed in any launch, of course, a lot depends on the execution and probably a fair bit of fine-tuning over the next year or so.
So what happens next?
How to maximise the outcome of a launch?
With TRKR’s support Taylors are monitoring the launch on a quarterly basis, through a blend of market data and TRKR insight.
This is already enabling the team to (a) make valuable decisions in-house and (b) take unique and eye-catching evidence to retail buyers to secure further listings.
What are they looking at?
Performance first. Then shopper profile, buying behaviour and brand perception.
With the right market data to hand (purchased on their behalf then analysed and reported by TRKR), Taylors have been able to show retailers how the new brand has been performing and specifically which SKUs are winning and deserve more listings.
From the initial launch in Sainsbury’s and Tesco, the TRKR team were able to source sales data for each retailer to:
Compare the performance of the previous Mackie’s range against the new Taylors range
Compare like-for-like product SKUs pre and post launch
Identify Taylors new positioning compared to other established Premium Crisps brands such as Kettle Chips, Tyrrells and Walkers Sensations
Quantify commercial opportunities for Taylors to grow further sales
In addition to that, TRKR’s category Snapshot insight has identified that Taylors have been successful in attracting a new, incremental shopper segment, which should be the foundation for growth.
Not least, this segment insight enables the team at Taylors to enhance at their channel and marketing strategy – knowing who their shopper is allows them to target their specific needs (flavour and format preferences, key occasions) and find them through the right marketing and messaging.
Early days yet, but a quarterly look at this data and insight will allow Taylors to follow and build on the key trends that their vibrant new brand creates for them.
“Although we were quietly confident the launch would be a success, working with TRKR to assess the impact of the launch has helped to validate that we were right to do it. They have also identified opportunities to grow sales further in both Tesco and Sainsbury’s.”
James Taylor, Managing Director, Taylors Snacks