A baked-snack brand grew 40% a year for three years and is now flat. It sells a 60g pack at Rs 30 through modern trade and quick commerce, with 44% gross margin. Trial rate in its target metros is 31% but repeat is 19%. Advertising is entirely digital, weighted to reach. General trade is 6% of sales. Blind taste tests rate it at parity with the fried market leader. Consumer research says the most common reason for not repeating is 'too small for the price'.
Work out which part of the mix is causing the problem, keep your recommendation internally consistent, and check it against the economics.
100 points, 60% to pass.
High trial and low repeat is the defining pattern: the marketing is working and the offer is not. With taste at parity and the stated objection being value rather than flavour, the broken element is the pack-price-quantity relationship, not the product or the advertising. That means the lever is grammage or price, and the answer has to run the margin arithmetic — at 44% on Rs 30, moving to 80g at Rs 40 changes the maths materially and has to be checked, not asserted. A strong answer also spots that heavy reach advertising against 31% trial is buying more trial the brand cannot convert, and moves that money. General trade at 6% is a separate, slower question.