Client case · Eckes-Granini

Eckes-Granini - Creating a Unified Framework and Language Across Brands

The Eckes-Granini Group, an independent family-owned company headquartered in Nieder-Olm, Germany, is focused on its committed and competent employees, its strong brands in the field of fruit juices and fruit beverages, and a long-term strategic orientation devoted to generating sustainable added value.

Client:

Eckes-Granini
Expertise:

Segmentation & Personas
Market:

Food & Beverages

Audience

Have an overview of different markets
Approach

Calibrate the positioning of brands
Impact

Adopt the segmentation data quickly

The challenge

Creating a unified framework and language across brands

Eckes Granini has numerous brands across Europe and sometimes several brands within a market. It wanted to have a unified framework and language for marketing activities across all its brands. In markets where it has several brands, it also wanted to ensure that the brands did not cannibalize each other. In addition, Eckes Granini was trying to expand its focus to go beyond juice, and the segmentation was to help lay the right fundamentals for the same.

?

How can Eckes Granini create a unified framework and language for marketing activities across all its brands?

Our Approach

Building a fruit-based beverages-centred segmentation

Build a tailored segmentation

We built a fruit-based beverages-centred segmentation specifically for Eckes-Granini.
Profile each segment in detail

Eckes Granini received an overview of each segment’s profile in detail on the behaviours and attitudes related to fruit-based beverages and all the adjacent topics, as well as the values that segments hold and types of communication that resonate with them.
Compare markets and calibrate brand positioning

This allowed Eckes Granini to have an overview of different markets—how they are different and how they are similar—and helped calibrate the positioning of brands by assigning best-fit audiences to them whilst considering other brands’ strategies and learnings.

The outcome

What the client gained

Fine-tuned brand fundamentals

The study provided Eckes Granini with relevant insights that helped fine-tune its brand fundamentals, always having the target group in mind.
An impact beyond communication

The insights led Eckes Granini to rethink not only its communication strategy but also its channel, brand and innovation strategy.
Rapid adoption across all levels

Within only a couple of months, Eckes Granini teams across all levels adopted and adapted to the segmentation data.

A couple of months

For teams across all levels to adopt and adapt to the segmentation data

Within only a couple of months, Eckes Granini teams across all levels adopted and adapted to the segmentation data.

The study provided relevant insights that helped Eckes Granini fine-tune its brand fundamentals and rethink not only its communication strategy but also its channel, brand and innovation strategy.

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“Within only a couple of months Eckes Granini teams across all levels adopted and adapted to the segmentation data.”

Kiran Jainani

Senior International Innovation Insights Manager, Eckes-Granini

In short

From data to campaign decisions

The fruit-based beverages-centred segmentation gave Eckes Granini an overview of different markets and helped calibrate the positioning of brands by assigning best-fit audiences to them whilst considering other brands’ strategies and learnings.

Client evaluation

Glocalities really supported us throughout the way to make the insights tangible and comprehensible, to seamlessly put to use the in-depth information and help to connect our brand positioning with the segments.

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