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NATIONAL vs INTERNATIONAL
case study
What to choose: NATIONAL concept with product design towards national
values and nostalgia or INTERNATIONAL branding and communication?
1
The Challenge
Our client wanted to introduce a new product in a FMCG food category and had developed two alternative
conceptual platforms to introduce it:
 a “classic” (traditional) (with local name, locally produced, local origin of ingredients, communication
towards nationalism and nostalgia) and
 “international” one (global origin in the receipt, global branding, communication towards internationalism).
The question was which concept had the better potential to increase the market share of the parent brand?
2
The Approach
We designed and ran a two-stage survey:
A qualitative one (Focus Group Discussions), to explore in detail the relevance of both concepts to the category in
general, to the brand in particular and to check whether any of the concepts expands (better than the other) the
frame of the typical category consumption occasions. The reactions of the consumers here were also to provide
additional insights about the possible ways to improve the conceptual platforms themselves;
A quantitative survey (Concept Test), to measure the attractiveness of the concepts among users and non-users
of the parent brand, to measure the expected cannibalization and to compare the overall potential of the two
alternative concepts;
3
The Outcome
The qualitative exploration proved both concepts to be relevant for the audience, provided a base for their
further improvement / fine tuning and suggested that the “international” concept bears better potential
compared to the “traditional” one.
The results of the quantitative survey proved undoubtedly that the “international” concept is the better choice. It
showed a 20% better volume potential, mainly due to the significantly better purchase interest, combined with
lower levels of cannibalization.
4
“National” concept is reaching 84% of the “International” concept potential
A5/B5. What is the probability for you to buy of the products within this product line? / A8/B8. How often would you buy this product line, regardless of the
specific variant? / A9/B9. How many pieces would you buy when you buy this product line for the first time?
comparison of concepts potential (in pieces, based on Fourt-Woodlock model)
Base: All respondents, N=228
784 072 858 689
10 197 531
12 211 015
10 981 603
13 069 704
0
2 000 000
4 000 000
6 000 000
8 000 000
10 000 000
12 000 000
14 000 000
National Concept International Concept
- trial volume
- repeat volume
5
The Outcome
Yet, the survey revealed that even the winning concept lacks distinctiveness and (especially) credibility, does not
expand the frame of consumption occasions and its overall liking and purchase intent scores are below the 70th
percentile in our database, which made the product launch risky in terms of profitability.
Our recommendation was to hold the product launch and elaborate further on the winning concept before going
to the market.
6
National and International concept benchmarking: Percentiles*
Overall Liking, Purchase Intent, Distinctiveness, Credibility
* share of concepts performing worse or equal to studied concepts
Base: All respondents, N=228
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
overall liking purchase intent distinctiveness credibility
International
National
International
National
International
National
International
National
7
The Outcome
The results of the survey are related to a FMCG food category with specific target group and usage.
In other category the outcome could be opposite depending on product characteristics and communication
strategy fueled by the nostalgic charge.
Regardless the category specifics the chosen approach will support the decision making of selecting the wining
concept with potential for higher brand profitability and growth.
8
LOGO Market Research and Consulting Ltd.
http://www.logo-mrc.com/
info@logo-mrc.com
Thank you!
36, Dragan Tzankov Blvd.
WTC Interpred, office А-801
Sofia, Bulgaria

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LOGO case study: National vs International

  • 1. NATIONAL vs INTERNATIONAL case study What to choose: NATIONAL concept with product design towards national values and nostalgia or INTERNATIONAL branding and communication? 1
  • 2. The Challenge Our client wanted to introduce a new product in a FMCG food category and had developed two alternative conceptual platforms to introduce it:  a “classic” (traditional) (with local name, locally produced, local origin of ingredients, communication towards nationalism and nostalgia) and  “international” one (global origin in the receipt, global branding, communication towards internationalism). The question was which concept had the better potential to increase the market share of the parent brand? 2
  • 3. The Approach We designed and ran a two-stage survey: A qualitative one (Focus Group Discussions), to explore in detail the relevance of both concepts to the category in general, to the brand in particular and to check whether any of the concepts expands (better than the other) the frame of the typical category consumption occasions. The reactions of the consumers here were also to provide additional insights about the possible ways to improve the conceptual platforms themselves; A quantitative survey (Concept Test), to measure the attractiveness of the concepts among users and non-users of the parent brand, to measure the expected cannibalization and to compare the overall potential of the two alternative concepts; 3
  • 4. The Outcome The qualitative exploration proved both concepts to be relevant for the audience, provided a base for their further improvement / fine tuning and suggested that the “international” concept bears better potential compared to the “traditional” one. The results of the quantitative survey proved undoubtedly that the “international” concept is the better choice. It showed a 20% better volume potential, mainly due to the significantly better purchase interest, combined with lower levels of cannibalization. 4
  • 5. “National” concept is reaching 84% of the “International” concept potential A5/B5. What is the probability for you to buy of the products within this product line? / A8/B8. How often would you buy this product line, regardless of the specific variant? / A9/B9. How many pieces would you buy when you buy this product line for the first time? comparison of concepts potential (in pieces, based on Fourt-Woodlock model) Base: All respondents, N=228 784 072 858 689 10 197 531 12 211 015 10 981 603 13 069 704 0 2 000 000 4 000 000 6 000 000 8 000 000 10 000 000 12 000 000 14 000 000 National Concept International Concept - trial volume - repeat volume 5
  • 6. The Outcome Yet, the survey revealed that even the winning concept lacks distinctiveness and (especially) credibility, does not expand the frame of consumption occasions and its overall liking and purchase intent scores are below the 70th percentile in our database, which made the product launch risky in terms of profitability. Our recommendation was to hold the product launch and elaborate further on the winning concept before going to the market. 6
  • 7. National and International concept benchmarking: Percentiles* Overall Liking, Purchase Intent, Distinctiveness, Credibility * share of concepts performing worse or equal to studied concepts Base: All respondents, N=228 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% overall liking purchase intent distinctiveness credibility International National International National International National International National 7
  • 8. The Outcome The results of the survey are related to a FMCG food category with specific target group and usage. In other category the outcome could be opposite depending on product characteristics and communication strategy fueled by the nostalgic charge. Regardless the category specifics the chosen approach will support the decision making of selecting the wining concept with potential for higher brand profitability and growth. 8
  • 9. LOGO Market Research and Consulting Ltd. http://www.logo-mrc.com/ info@logo-mrc.com Thank you! 36, Dragan Tzankov Blvd. WTC Interpred, office А-801 Sofia, Bulgaria