DCDM | Credentials

Product Research – brand equity Diagnostic

A major manufacturing company was planning to introduce a new brand on the local market. DCDM was commissioned by the company to conduct a product research with a view to identify which one of the three product samples should be retained. Based a blind sequential placement methodology, the three samples were assessed on a number of physical product attributes. The best alternative among the three samples was identified as well as opportunities to further improve the selected sample in order to more closely match customer requirements and improve overall acceptability.

Pricing Research – brand equity Diagnostic

DCDM was commissioned by a major manufacturing company in Zambia to conduct a pricing research. Using an advance modelling technique based on conjoint analysis, we provided the client with estimates of the demand elasticities for its brands as well as potential consumer and market shares under a number of price scenarios for its brands as well as that of its competitors.

Packaging Research – brand equity Diagnostic

A major distribution company in Mauritius was planning a change in the packaging design of its UHT milk brand and developed two alternatives for each of the three variants of its brand. DCDM was commissioned to undertake a study with a view to determine whether the pack design change would deliver the desired positioning and image as opposed to the existing packaging. Key issues explored during the study included:

-A physical evaluation of the pack alternatives
-Assessment of the ability of the different packs to communicate desired brand personality
-Assessment of the effect of the different alternatives on brand image and consumer behaviour
At the end of the assignment, we recommended the best alternative to retain for the brand. Relevant modifications to the selected design were also identified and proposed with a view to further strengthen its ability to meet desired objectives.

Marketing Communications – Brand Equity Diagnostic

A large multinational company designed a new TV commercial for its brand squash and commissioned DCDM to conduct a post-launch advertising research with a view to assess the effectiveness of the commercial in achieving its desired objectives.

Upon completion of this assignment, a communication strategy outline was prepared for the brand. A number of proposals were formulated with regard to the TV commercial in terms of message communicated, copyline and momentum. The study also identified the use of other elements of the communication mix that can be used by the client to support the TV commercial.

Brand Health Tracking

DCDM conducted a Brand Health Tracking for a large manufacturing company in Mauritius; the exercise was conducted on a quarterly basis over a one-year period. All the dimensions of brand equity were explored during the assignment: product quality, packaging, advertising and sponsorship activities as well as price sensitivity. Key behavioural and attitudinal measures were monitored during the period. The effectiveness of the marketing strategies of the company was assessed and proposals were made for appropriate remedial actions.


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