Symbolics supports transformative decision-making around how to enhance your brand and fill your innovation pipeline.
Each consumer expresses their intuitive response to the question asked, using a browser-based app to select from a carefully curated set of stimuli.
All individual expressions are combined to create a Symbolics Element Network Map that captures and describes the associative relationships related to the topic. These associations represent pathways in for brand positioning/messaging and product/service innovation.
Frito-Lay’s Tostitos team was being pressured by executive leaders to reduce product SKUs and to consider brand consolidation opportunities across the tortilla chip portfolio. The team needed to understand the unique value that each tortilla chip brands and forms were offering to consumer’s lives, and how each brand (i.e., Tostitos, Cantina and Santitas) could be differentiated against the competition.
A Symbolics study with 2,200 national UTC consumers was conducted. Nine brands/forms of tortilla chips were studied.
Results of this study empowered the client to restructure the tortilla chip portfolio of the company; reduce the number of SKUs across the portfolio, and enhance the unique value proposition of each brand in their portfolio, thus ensuring sustainable competitive advantage in the category.
Reach out to set up a free discovery call. On this call, we’ll get clear on your scope of work to be tackled, how your initiative ladders to a broader business goal of your organization, and assess — without attachment — if Sylver Consulting is a “best fit partner” to support you in your scope of work.
