Case Fazer Bakery:
The final result of the project was a dynamic map of the market, which is a consumer-oriented way to look at the competitive situation and analyze market opportunities.
Fazer bakeries needed fresh data on bread consumption, product position and the competitive landscape.
Utilizing a survey approach, we created a comprehensive market mapping of the reality of consumer preferences. This perspective reveals which products are competing with each other, and where there could be room for a new product launch. The market map illustrates the findings easily and visually and also leaves room for interpretation and innovations.
The market map gives Fazer a new perspective on understanding the competitive situation and helps identify developments in the current range and new market opportunities.