InnoCos Geneva 2012: From Product Development to Marketing

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In our workshop, our SKIM personal care and cosmetic experts, Mini Kalivianakis and Nancy Savoya, discussed the value you can derive from assessing the relevance and appeal of consumer insight, positioning statements and claims at various stages of the product development cycle.

In this interactive session the participants learned about the golden rules for developing winning communication statements, based on what over 100 studies across different industries have taught us in the past few years

Published in: Business, Lifestyle
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InnoCos Geneva 2012: From Product Development to Marketing

  1. 1. expect great answers From Product Development to Marketing Tap into consumers’ mind to define the optimal value proposition SKIM | Consumer Research | InnoCos Geneva 2012
  2. 2. 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 2
  3. 3. 3
  4. 4. About Mini 4
  5. 5. About Nancy 5
  6. 6. 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 6
  7. 7. Building and refining your value proposition Idea Development Full expression Test: Consumer Insight Benefits Reason to Believe Product Claim What: Self- Identification Relevance Appeal Believability 7 Motivation to buy
  8. 8. Let’s start digging into consumers’ mind • What triggers them? • Who are they? • How can we best communicate with them? 8
  9. 9. It all starts with an idea…or a business objective • 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?” 9
  10. 10. 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? 10
  11. 11. “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.” “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.”
  12. 12. 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: 13
  13. 13. What benefits should my product have to meet this need? • • Does it need to protect the skin from premature ageing? • Is the texture of the product important? Its fragrance? • 14 Is sun protection more important than natural tanning? How many consumers do I reach with this benefit?
  14. 14. What will make these benefits believable? • • Should the formula protect against UVA and UVB to avoid skin damage? • How can we explain the natural tanning accelerator ingredients? • 15 Is an SPF 50 enough high enough to protect against the sun? Should the formula be fast-penetrating to illustrate the non-sticky benefit?
  15. 15. 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 16
  16. 16. How can I best communicate this value proposition to my consumers? • • Which claim is most appealing? • 17 Which product claim illustrates best my product’s benefits and RTBs? Which claim drives motivation to buy most?
  17. 17. 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 Claim: All day UVA and UVB protection that lets you tan safely 18 • Product Name • Formula • Packaging • Price • Advertising campaign
  18. 18. 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 19
  19. 19. “Two in One” product: A high SPF sunscreen combined with natural tanning ingredients 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 
  20. 20. Let’s get to work! 21
  21. 21. Group Assignment 1- Rank all claims 2- Discuss what makes your top claim the best/ your bottom claim the worst 22
  22. 22. “Get a beautiful natural tan safely while protecting your skin from the sun” is the overall winning product claim Net Score Get a beautiful natural tan safely while protecting your skin from the sun -5% Provides all-day protection against UVA and UVB so you can enjoy the sun safely -14% Our gentle formula protects even the most sensitive skin so you can tan safely -11% A sunscreen that cares for your skin when you are in the sun -18% Get tanned without getting burned -31% Promotes skin's melanin production for a natural and safe tan without sunburn The benefits of a tanner with the high protection of a sunscreen -36% Now our best protection against UVA and UVB -32% A sunscreen that delays premature ageing due to sun damage Our newest and most advanced formula with Xemorel and Sytorine -29% -34% 64% 35% 45% 16% 33% 3% 35% 1% 31% -11% 25% -15% 17% -19% Negative Score 15% 2% Positive Score n = 77 23 49% 34% -84% -86% 68% * The winning claim scores significantly better than the other claims
  23. 23. Which parts do you (not) like? 24
  24. 24. Rank 1 Getting a “natural tan” is the most appealing claim part, especially if this looks beautiful and can be achieved safely 61% 43% 43% 39% 0% Get a beautiful Natural tan Safely While protecting your skin From the sun % clicked as least relevant % clicked as most relevant 25
  25. 25. 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 26
  26. 26. Let’s use your green and red cards What claim do you find most appealing? 27
  27. 27. For perfectly smooth skin Designed for perfection 28
  28. 28. Promise Value A claim is designed to drive consumer choice by calling upon desires or aspirations through the value it promises 29
  29. 29. Provides all-day protection against UVA and UVB Now our best protection against UVA and UVB! 30
  30. 30. Be Specific By describing precisely what tangible benefits your product will deliver 31
  31. 31. SPF 50 together with tanning accelerators for a safe and natural tan High sun protection and natural sun tan, together 32
  32. 32. Put the Key Benefit First You only have a split second to capture consumers’ attention 33
  33. 33. Get a beautiful natural tan safely while protecting your skin from the sun The only tanner offering high sun protection 34
  34. 34. 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 35
  35. 35. Our gentle formula protects even the most sensitive skin so you can tan safely A sunscreen that delays premature ageing due to sun damage 36
  36. 36. Be Positive Offer something positive instead of avoiding something negative 37
  37. 37. Forget about pale skin: get a beautiful tan safely and naturally now! Get a beautiful tan safely and naturally 38
  38. 38. Be Respectful Do not be condescending, presumptuous or offending in any way 39
  39. 39. Our most advanced formula with SPF 50 and tanning accelerator agents Our newest and most advanced formula with Xemorel and Sytorine 40
  40. 40. Avoid Jargon Use words that are meaningful to consumers instead of technical lingo 41
  41. 41. Your best beach buddy! All-day sun protection 42
  42. 42. Avoid Humor Be direct and focus on efficiently getting your value message across 43
  43. 43. Thank you! For participating now and for doing the survey 44
  44. 44. contact us or follow us online! Mini Kalivianakis | Division Director | Consumer Research m.kalivianakis@skimgroup.com | 00 31 10 282 3535 Nancy Savoya | Account Director | Consumer Research n.savoya@skimgroup.com | 00 41 22 710 0190

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