The client is a market leader with dominant products/brands within a category. In order to increase market share and sustain the category dominance, the client explored a new sub-category by developing and launching a new product/brand although with limited quantities and small distribution radius.

The key objective of the study was to evaluate the performance of the newly launched product/brand (in terms of awareness level, product satisfaction, source of business, trial level, repeat purchase, consumers profile and purchase touch points) within the test scenario

A post-launch tracking model was employed to measure Awareness, trial and repeat purchase levels as well as conducting a diagnostic assessment on the newly launched product. The model involved two prolong approaches namely; Consumer Brand Health Performance Check (face-to-face interviews with regular consumers of sub-category) and Retail Performance Check (trade interviews with sub-categorytraders). 300 randomly selected consumers were interviewed in three key cities with 150 boost sample. In addition, 150 traders were recruited and interviewed.