To know you is to love you. A case study on how to uncover relevant consumer insights to build strong brands
Maria Agui and Maria Fernández
On the basis of a program instituted by Kraft Food to better understand consumer motivations, Kraft Foods Iberia conducted a survey for one of their core categories and main brands.
To Know You is to Love You
A case study on how to uncover relevant consumer insights to build strong brands
Maria FernándezKraft Foods Iberia, Spain.
Maria AguiMarketArena, Spain.
BACKGROUND
The marketplace is becoming increasingly challenging for manufacturers...
