Asbicon Case Studies

Driving Category Growth @Point of Purchase

Client – Leading Personal Care and Consumer Electronics European multinational
Region – United Kingdom


  • Client was faced with a challenge of losing 1 in 3 shoppers @Point of Purchase (PoP) and therefore wanted to drive Category Growth through better focus on Point of Purchase drivers
  • Key objective was to achieve no.1 position in UK Personal Care Category by winning @Point of Purchase through development of an impactful pack design to communicate and differentiate the brand positioning of the client vis-à-vis competition


  • Asbiverse led the entire project on the category from objective definition (Increasing Closure @PoP) to research conceptualisation & execution followed by analysis to provide actionable recommendations on interventions required @PoP
  • Asbiverse conceptualised and conducted Focus Group Discussions (FGDs) with the category users and first time buyers to understand the role, requirements and expectation of the packaging in the category using a virtual shelf set up
  • A market shelf environment was simulated to conduct eye tracking tests so as to evaluate the shelf impact of new designs in a competitive environment
  • An online quantitative research with around 650 category users and first time buyers was conducted to further evaluate the winning packs from the qualitiative phase. An interactive 360° view of the packs was created to help capture specific information from the respondents against each particular pack design component


The research provided the following valuable insights to the client:

  • Which protoype has high findability, differentiation, stopping power, holds attention most effectively and has the high purhcase intent
  • If key brand/ product attributes are effectively communicated
  • How client’s products performed against competitors’ products