A brand tracker baseline across two categories

01

The decision on the table

Kalise is the brand most people in the Canary Islands grew up with, in two categories at once. That kind of position is a gift, and it hides things. When you’re the default, habit can look a lot like preference, and you only find out which one you have when a competitor starts to win.

The leadership team wanted to plan the next stage of growth on firmer ground than sales data and intuition. They needed to know how the brand stands in each category, whether the two categories help or hurt each other, and which levers to pull first. And they needed a measure they could repeat, so next year’s answer could be read against this one.

02

The questions

1. 01How does the brand perform and differentiate in ice cream, and in yogurts and dairy desserts?
2. 02What does the consumption pyramid look like: how recently, how often, on which occasions, and where people buy and eat?
3. 03Which attributes and associations matter most in each category, and how is Kalise perceived on each?
4. 04What is the NPS in each category, and what sits behind the score in people’s own words?
5. 05For people who buy Kalise in both categories, where are the gaps, the synergies and the cross-category opportunities?

03

Why we designed it this way

A baseline is only useful if it can be compared, across categories today and across years tomorrow. Three design choices made that possible.

• Two twin blocks

  Ice cream, and yogurts with dairy desserts, ran as parallel blocks with the same structure, so every measure in one has an exact twin in the other.

• Only real consumers

  A screener kept the sample to people who actually eat these products. People who buy both lines answered both blocks, plus a module of their own.

• Every score with its reasons

  Spontaneous recall, the reason behind each NPS score and a final open question were coded into themes, so each number arrives with the words people used.

04

Under the hood

For the insights team who want to check the rigour.

05

What we can tell you

The numbers belong to Kalise. What we can share is the shape of what a study like this produces, which any brand leading two categories will recognise.

• 01

  Two categories, two different brands

  The same name carries different attributes in ice cream and in yogurts and dairy desserts. Strength in one doesn’t carry over to the other on its own.

• 02

  The opportunity sits with the passives

  The open NPS answers pointed to people who like the brand and have never been given a reason to recommend it, a larger group than the detractors.

• 03

  Local pride has a ceiling

  “From here” and “knows my tastes” score high and carry warmth. On their own they don’t answer the questions about innovation and health that younger consumers are starting to ask.

• 04

  Dual consumers draw the cross-sell map

  People who buy both lines showed where satisfaction, innovation and appetite for newness diverge between the two categories.

06

What they received

• Long-form, navigable report

  Anchored sections and clear charts, so any stakeholder can find the insight and the area to improve without a briefing.

• Prioritised levers, per category

  What to strengthen and what to fix in each line, backed by the words people used.

• Tracker roadmap

  KPI definitions, repeatable modules and a cadence for the waves to come.

• Recommended next steps

  Qualitative interviews to dig into the issues the survey raised, and a social listening stream once the brand’s online presence is stronger.

07

What happened next

This study became Wave 0 of Kalise’s brand tracker: a comparable baseline for two different categories, prioritised levers for each, and a roadmap so leadership can follow trend lines instead of reacting to snapshots.