InnoCos Geneva 2012: From Product Development to Marketing
description
Transcript of InnoCos Geneva 2012: From Product Development to Marketing
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expect great answers
From Product Development to Marketing Tap into consumers’ mind to define the optimal value proposition
SKIM | Consumer Research | InnoCos Geneva 2012
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Session Agenda
• Introducing SKIM
• Crafting the optimal value proposition: Tapping into consumers’
minds
• A focus on claim testing: your survey’s results!
• Golden rules for optimizing your communication to consumers
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About Mini
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About Nancy
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Session Agenda
• Introducing SKIM
• Crafting the optimal value proposition: Tapping into consumers’
minds
• A focus on claim testing: your survey’s results!
• Golden rules for optimizing your communication to consumers
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Full expression
Idea
Consumer Insight
Self- Identification
Relevance
Product Claim
Motivation to buy
Benefits Reason to Believe
Appeal
Believability
Development
Building and refining your value proposition
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Test:
What:
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Let’s start digging into consumers’ mind
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• What triggers them?
• Who are they?
• How can we best communicate with
them?
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It all starts with an idea…
• A lotion that combines high
UVA and UVB protection
with a self tanner
• “We need to re-energize our
sun care line: what should
be our next big launch?”
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or a business objective
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Is this a real opportunity?
• Is this an un-met need? Is it
top of mind for consumers?
• Can consumers identify
with this situation? Is it
relevant to them?
• If yes, to whom? To how
many?
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“I know I am doing the right thing for my skin when I use a
high SPF sunscreen but I long for a nice natural tan at the
end of a day outdoor and I don’t like self tanners.”
“I have a very fair skin. When I go in the sun without
sunscreen, I burn within the first 30 minutes. But I do wish I
could have a nice tan at the end of a sunbathing day.”
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Crafting the optimal value proposition
Consumer Insight:
“I know I am doing the right thing for my skin when I
use a high SPF sunscreen but I long for a nice
natural tan at the end of a day outdoor and I don’t
like self tanners.”
Benefits:
Reasons to Believe:
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What benefits should my product have to meet this need?
• Is sun protection more important than natural tanning?
• Does it need to protect the skin from premature ageing?
• Is the texture of the product important? Its fragrance?
• How many consumers do I reach with this benefit?
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What will make these benefits believable?
• Is an SPF 50 enough high enough to protect against the sun?
• Should the formula protect against UVA and UVB to avoid skin damage?
• How can we explain the natural tanning accelerator ingredients?
• Should the formula be fast-penetrating to illustrate the non-sticky benefit?
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Crafting the optimal value proposition
Consumer Insight:
“I know I am doing the right thing for my skin when I use a high SPF sunscreen but I long for a nice natural tan at the end of a day outdoor and I don’t like self tanners.”
Benefits:
• Protects my skin from sun burn and premature ageing
• Lets me tan naturally and safely
Reasons to Believe:
• SPF 50 that protects from both UVA and UVB
• Contains ingredients that accelerate the natural tanning process
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How can I best communicate this value proposition to my consumers?
• Which product claim illustrates
best my product’s benefits and
RTBs?
• Which claim is most appealing?
• Which claim drives motivation to
buy most?
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Crafting the optimal value proposition
Consumer Insight:
“I know I am doing the right thing for my skin when I use a high SPF sunscreen but I long for a nice natural tan at the end of a day outdoor and I don’t like self tanners.”
Benefits:
• Protects my skin from sun burn and premature ageing
• Lets me tan naturally and safely
Reasons to Believe:
• SPF 50 that protects from both UVA and UVB
• Contains ingredients that accelerate the natural tanning process
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Claim: All day UVA and UVB protection that
lets you tan safely
• Product Name
• Formula
• Packaging
• Price
• Advertising campaign
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Session Agenda
• Introducing SKIM
• Crafting the optimal value proposition: Tapping into consumers’
minds
• A focus on claim testing: your survey’s results!
• 6 Golden rules for optimizing your communication to consumers
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expect great answers
The product has the following features:
- Sun protection factor (SPF) 50
- High protection against both UVA and UVB rays
- Contains a new molecule that promotes and accelerates melanin’s natural production process to allow “safe” tanning *
* This is a fictitious product so we are assuming this is possible
“Two in One” product: A high SPF sunscreen combined with natural tanning ingredients
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Let’s get to work!
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1- Rank all claims 2- Discuss what makes your top claim the best/ your bottom claim the worst
Group Assignment
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-5%
-14%
-11%
-18%
-31%
-29%
-36%
-32%
-34%
-86%
68%
49%
45%
33%
35%
31%
25%
17%
15%
2%
Get a beautiful natural tan safely while protecting your skin from the sun 64%
Provides all-day protection against UVA and UVB so you can enjoy the sun safely 35%
Our gentle formula protects even the most sensitive skin so you can tan safely 34%
A sunscreen that cares for your skin when you are in the sun 16%
Get tanned without getting burned 3%
Promotes skin's melanin production for a natural and safe tan without sunburn 1%
The benefits of a tanner with the high protection of a sunscreen -11%
Now our best protection against UVA and UVB -15%
A sunscreen that delays premature ageing due to sun damage -19%
Our newest and most advanced formula with Xemorel and Sytorine -84%
“Get a beautiful natural tan safely while protecting your skin from the sun” is the overall winning product claim
Negative Score Positive Score
Net Score
23 * The winning claim scores significantly better than the other claims
n = 77
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Which parts do you (not) like?
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Rank 1
43%
61%
43% 39%
0%
% clicked as least relevant
% clicked as most relevant
Get a beautiful Natural tan Safely While protecting
your skin
From the sun
Getting a “natural tan” is the most appealing claim part, especially if this looks beautiful and can be achieved safely
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Session Agenda
• Introducing SKIM
• Crafting the optimal value proposition: Tapping into consumers’
minds
• A focus on claim testing: your survey’s results!
• Golden rules for optimizing your communication to consumers
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What claim do you find most appealing?
Let’s use your green and red cards
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For perfectly smooth skin
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Designed for perfection
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Promise Value
A claim is designed to
drive consumer choice
by calling upon desires
or aspirations through
the value it promises
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Provides all-day protection against UVA and UVB
Now our best protection against UVA and UVB!
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Be Specific
By describing precisely
what tangible benefits
your product will deliver
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SPF 50 together with tanning accelerators for a safe and natural tan
High sun protection and natural sun
tan, together
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Put the Key Benefit First
You only have a split
second to capture
consumers’ attention
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Get a beautiful natural tan safely while protecting your skin from the sun
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The only tanner offering high sun protection
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Set Yourself Apart By differentiating your value proposition Simply drawing a comparison with competition is not enough Differentiate yourself by offering a relevant and unique value promise
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Our gentle formula protects even the most sensitive skin so you can tan safely
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A sunscreen that delays premature ageing due to sun damage
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Be Positive
Offer something positive
instead of avoiding
something negative
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Forget about pale skin: get a beautiful
tan safely and naturally now!
Get a beautiful tan safely and naturally
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Be Respectful
Do not be condescending,
presumptuous or offending
in any way
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Our most advanced formula with SPF 50 and tanning accelerator agents
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Our newest and most advanced formula with Xemorel and Sytorine
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Avoid Jargon
Use words that are
meaningful to consumers
instead of technical lingo
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All-day sun protection
Your best beach buddy!
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Avoid Humor
Be direct and focus on
efficiently getting your
value message across
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Thank you! For participating now and for doing the survey
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contact us or follow us online!
Mini Kalivianakis | Division Director | Consumer Research
[email protected] | 00 31 10 282 3535
Nancy Savoya | Account Director | Consumer Research
[email protected] | 00 41 22 710 0190