Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
© XPotential 2015
Background
The Moov Treatment Range has experienced flat category growth over the
last 2 years.
With ove...
© XPotential 2015
For the first time ever Ego had Sales, Marketing, R&D and Agency people in the same workshop
developing ...
© XPotential 2015
https://www.youtube.com/watch?v=mtEPNsJwy_8
The highlight of the workshop for me was the group discussio...
© XPotential 2015
Brand Activation
• New Twice as effective claim identified
• Approval for development of new
Advertising...
XPotential (UK)
4/5 Market Square,
Marlow, Buckinghamshire,
SL7 3HH, United Kingdom
Tel: +44 (0) 1628 485 847
info@xpotent...
SuperClaiming Moov
SuperClaiming Moov
Upcoming SlideShare
Loading in …5
×

SuperClaiming Moov

1,288 views

Published on

XPotential's SuperClaiming Moov presentation

Published in: Business
  • Be the first to comment

  • Be the first to like this

SuperClaiming Moov

  1. 1. © XPotential 2015 Background The Moov Treatment Range has experienced flat category growth over the last 2 years. With over 90% of sales coming from pharmacy and consumers travelling to pharmacy to make a planned purchase (to seek pharmacists advice), it is imperative to define and highlight the benefits that Moov has over competitor products – so that the pharmacist and staff can confidently advise customers. This is a transient market where head lice outbreaks are unpredictable and consumers often experience stigma associated with this category and are likely to make an emotional purchase, wanting an immediate result. The Number 1 purchase motivator is a brand they can trust to effectively kill head lice and eggs. Brand growth is primarily driven via switch of competitor sales- 6 key brands hold majority of sales. Opportunity exists for future growth in companion sales-conditioners, combs, etc. To develop 5 SuperClaims for the Moov Treatment range that create a unique and relevant efficacy claim, giving people (including pharmacists, family and friends) a compelling reason to recommend Moov over other brands and thereby increase market share to 30% -( from 24.9% ), by June 2016
  2. 2. © XPotential 2015 For the first time ever Ego had Sales, Marketing, R&D and Agency people in the same workshop developing a solution that would win for them all. Working with the Moov team, XPotential implemented a Super Claiming project, to develop powerful, insight-driven new claims, based on the existing product. This consisted of 3 key phases: 1. Information Gathering – Working with key team members and agency, we gathered information to create inspiring presentations for a workshop, which would provide the stimulus for developing Super Claims. 2. Super Claiming workshop - the workshop was attended by a cross functional team, who were guided in developing Super Claims, based on understanding of insights, competitors and products. 3. Output report and Next Steps meeting.
  3. 3. © XPotential 2015 https://www.youtube.com/watch?v=mtEPNsJwy_8 The highlight of the workshop for me was the group discussion and collaboration which generated excitement & energy in the team. New information & ideas presented for the brand “Fresh thinking”
  4. 4. © XPotential 2015 Brand Activation • New Twice as effective claim identified • Approval for development of new Advertising support • Further results to come…
  5. 5. XPotential (UK) 4/5 Market Square, Marlow, Buckinghamshire, SL7 3HH, United Kingdom Tel: +44 (0) 1628 485 847 info@xpotential.co.uk XPotential (Brazil) AV. Divino Salvador, 716 Moema – São Paulo – SP CEP – 04078 – 012 Tel: +55 (0) 11 5051 9194 info@xpotential.co.br XPotential (Thailand) Q.House Lumpini, Level 27, 1 South Sathorn Road, Tungmahamek Bangkok 10120, Thailand Tel: +66 (0) 2610 3706 info@xpotential.co.th XPotential ANZ P.O Box 237, Hampton, Melbourne, Victoria 3188, Australia Tel: +61 (0) 404 098 892 enquiries@xpotentialanz.com © XPotential 2015 www.xpotentialanz.com

×