Lenti

Support the success of new product lines

THE NEED

For more than 80 years the Lenti family has been producing premium cooked hams without gluten, GMOs, lactose, and phosphates.
The company is today the protagonist of a strong innovation of its offer with the launch of new modern product lines adapted to the current needs of customers. In support of this strategy, Lenti wants to accurately understand the reference targets to which the news are addressed to build product proposals and communication messages in line with the expectations of future consumers.

THE NEXT SOLUTION

Through the use of a qualitative and quantitative INSIGHT3 modular solution, it was possible to explore the consumption territories of the new product lines and subsequently measure the reactions to the concepts to identify the optimal solution for the marketing mix.

THE RESULT

The insights provided allowed Lenti to modify the proposals of its new lines by adopting concrete changes in the range of references, in the packs, in the price positioning and in the communication approach.