How to add value to your brand - Home | · PDF fileHow to add value to your brand 4 August...
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How to add value to your brand?
Transcript of How to add value to your brand - Home | · PDF fileHow to add value to your brand 4 August...
How to add value to your brand?
How to add value to your brand 1
In increasingly commoditized markets your brand must stand out from the crowd
• Advertising
• Shelf Display
• Secondary Packaging
• Primary Packaging
• Dose Form
How to add value to your brand 2
• Improved product performance & claims
• Convenience & Portability
• A Positive Experience for the consumer
Brand Image enhancement Differentiate through the dosage form
Dose Forms: August 2009 Consumers Preference Study
How to add value to your brand 4
August 2009 Consumers Preference Study
Study Overview
The objective of the study was to understand consumer preferences for the main oral forms currently on the market. Knowledge of
consumers’ real perceptions and expectations regarding the various available pharmaceutical forms will help OTC companies position and ultimately sell their product.
A total of 414 face-to-face interviews took place in 8 markets in July, 2009.
Nathan Liebster & Asoc.
Total
Total VMS or OTC Users 414
Gender
Male 209
Female 205
Age
25-34 105
35-44 103
45-54 104
55-64 102
Form Usage
OTC Users 406
VMS Users 287
Total
Total VMS or OTC Users 414
Gender
Male 209
Female 205
Age
25-34 105
35-44 103
45-54 104
55-64 102
Form Usage
OTC Users 406
VMS Users 287
Sample Configuration
How to add value to your brand 5
Top Box Attribute Importance Ratings - Stated Importance
August 2009 Consumers Preference Study
How to add value to your brand 6
August 2009 Consumers Preference Study
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Effective Fast
Acting
Easy to
Digest
Easy to
Swallow
Appealing Modern
SoftgelHardshellCapletTablet
Softgels outperformed other forms in all compared a ttributes
How to add value to your brand 7
August 2009 Consumers Preference Study
Summary of Delivery Form Performance on Attributes
Back
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August 2009 Consumers Preference Study
Subset of Delivery Forms Tested
• Consumers identify the Clear Softgel form with the label “rapid release gel” by a 2:1 margin over the form ranked second.
• Neither the form tentatively labeled Rapid Release nor the Hard Shell form are seen by consumers as rapid release forms.
Appropriateness of Label “Rapid Release Gel”
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Summary of Key Findings
August 2009 Consumers Preference Study
• The softgel form appears to be the most appealing form to consumers.- It generated the highest purchase interest among all of the forms.- Anticipated satisfaction is highest among all of the forms.- Consumers would be willing to pay more for this form vs. all others, indicating the value that they ascribe to it.- Softgels achieve the highest agreement ratings for all attributes tested,
• This is true for both OTC and VMS users.
• Tablets are the poorest performing of all the forms tested.
• From the consumers’ viewpoint, the softgel is more likely than any other form to provide all of the benefits and features examined in this research. Especially a it relates to easy of taking, fast acting and efficacy.
How to add value to your brand 10
Improving Product Performance
• Improving efficacy
• Improving speed of action
• Improving Consumer Satisfaction
How can Softgels help your brand?
discover more.CATALENT PHARMA SOLUTIONS14 SCHOOLHOUSE ROADSOMERSET, NJ 08873
+ 1 866 720 3148
www.catalent.com
