Spot On- Finding a game changer in a mature market - Ruby Cha Cha & Kimberly Clark
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at Qualitative360 Asia Pacific 2014 1-2 October 2014, Singapore This event is proudly organised by Merlien Institute Check out our upcoming events by visiting http://qual360.com/
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Spot On- Finding a game changer in a mature market - Ruby Cha Cha & Kimberly Clark
- 1. Ramada Hotel Singapore October 1 & 2, 2014 #QUAL360 Organized by
- 2. #QUAL360 Ramada Hotel Singapore Oct 1 & 2, 2014 Platinum Sponsor Silver Sponsors Association & Education Partners Media Partners
- 3. Spot On: Finding a game changer in a mature market By Ellen Baron and Alla Nock Author Details: Ellen Baron (BA – Psychology (Hons)) (PG Mktg); CEO ruby cha cha Sydney, Australia Alla Nock (BSc – Psychology (Hons)); Marketing Research, Analytics and Capability Manager Kimberly-Clark Australia
- 4. The marketing challenge …but there were BIG hurdles 1. Grow the underdeveloped liner segment under the U by Kotex brand Increase shelf space for liners with a compelling trade story 2.
- 5. UbK target don’t know or understand liners “What’s a liner?” “You do what with it?”
- 6. Brand and product awareness around liners was poor Is it like a pad? Something for Stayfree?
- 7. Shelf growing but made little sense
- 8. The big questions 1. What could we solve for? How much of a problem was it? What was being used and when? How was category and POS behaving in reaction to this 2. 3.
- 9. Workshop and strategy session Co creation groups with disruptive territory development Online blogging & Videography Semiotic session Online Community & Offline Groups Stage 2Stage 1 Iterative learning process 4.PLATFORMS 5.CO-CREATION3.INSPIRATION 1.CONTEXT 2.DISRUPTION
- 11. Online Community & Offline Groups 9 2.DISRUPTION Disruptive methods in community “Stars” progressed to dynamic quad
- 12. 10 What if? Narrative Storytelling Exercise What if you bought some liners and used them for a week? What if you changed brands? What if you went without? What if used them for different purposes? Online Community & Offline Groups 2.RANGE REVIEW
- 13. 11 Provocation and range review was critical Online Community & Offline Groups 2.RANGE REVIEW
- 14. CONFUSION and poor product differentiation a HUGE BARRIER PACKAGING A CRITICAL FACTOR The insight to action We needed to: Reduce the overwhelmingness of the category Improve the role for each sku Provide a compelling REASON to use for young women – a credible RTB INSIGHT CONSUMER DRIVEN GROWTH PILLAR Dry Active
- 15. From stage 1…liner communication that connects
- 16. Stage 2 questions 1. Active habits and needs Relevance of a ‘new liner’ range Messaging and claims that resonate 2. 3.
- 17. Community said ‘bring it on’ Online blogging 3.INSPIRATION
- 18. Workshop 4.PLATFORMS A workshop to develop territories
- 20. From product-specific to a consumer friendly occasion-specific range 2012 RANGE 2013 RANGE NUDE PROTECT SPORT Xtra-thin 20 Breathable White 30
- 21. 2012 RANGE 2013 RANGE Our range look and feel was refreshed and updated Nude White 20 Xtra-thin White 42 Breathable White 30 & Designs 28 Xtra-thin 20 Nude 30 Protect 30 Sport 30 ON THE GO 30 PACKS: 6 x MINI PURSE PACKS (5 liners): RRP $3.59
- 22. Flip Open, Resealable Lid allows for easy access everyday Clear and relevant packaging New packaging to educate to drive trial and usage Mini Purse packs in every pack Usage Occasion to ‘flag’ consumers Benefit specific to liner Clear Product attributes On the Go 30s: 6 x Mini Purse Packs Easy access, keeps product in tact, individually wrapped, with the ability to use purse packs
- 23. The range with very clear needs sold to retailers Everyday Freshness Backup Protection Sport Active Freshness NUDE PROTECT SPORT
- 24. Tip-On (2014)SLAM Event PartnershipWomen’s Fitness Partnership Event SamplingOnline SamplingTV Advertising Liners CPI: Don’t Sweat it
- 25. The advertising drove a further 10% improvement
- 26. U by Kotex Pillar 1 Pillar 2 Pillar 3 Pillar 4 With a future plan driven by consumer need
- 27. 25 The results
- 28. Keys to game-changer success Context is Queen empathy and depth through community The consumer is only ONE part of the answer Co-creation hand pick your clever consumers for best results
- 30. #QUAL360 Ramada Hotel Singapore Oct 1 & 2, 2014 Platinum Sponsor Silver Sponsors Association & Education Partners Media Partners
- 31. Ramada Hotel Singapore October 1 & 2, 2014 #QUAL360 Organized by