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Repositioning a premium rice brand

Amira needed to understand key audience behaviours

“From the word go, Further delivered beyond the brief acting as a virtual extension of the Amira team, helping us to achieve a clearer understanding of the consumer and inform next steps for a variety of brand initiatives.”
Paul Maxwell, European Marketing Manager

Amira’s plans for future global expansion have increased the need to enrich customer understanding in key markets and connect with target customer groups to inspire action and future steps. Further were commissioned as partners providing full-service support:

To validate hypotheses in relation to shopper attitudes and behaviours

To engage mainstream and South Asian mums

To bring target segments to life to help guide future brand and marketing development

As a result of the research, Amira has been able to identify barriers to purchase and justify product premiums. Further’s strategic recommendations are currently being used to help plan future PR, marketing and event-related activity.

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