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expect great answersBring your Innovation to MarketLeveraging consumer insights from product development to marketing
Understand your consumer
Build your innovation by understanding your consumer                           Who are your consumers?                    ...
Innovative ideas also pass through classicproduct life cycles
Innovatively perceived products in particular    pass through the product life cycle rigorously    It is important to leve...
A product idea needs to identify or create a consumer need                                                            Go t...
Development stages involve fulfilling this need                                    Develop product                        ...
Discover ways to connect emotionally to consumers                                                      Go to Testing      ...
Introduce your product with solid consumer understanding                                                                  ...
Fine tune                                  Develop product                                                                ...
Case Study     Creating a value proposition for     sunscreens13
It starts with an idea or a business objective          Idea: A lotion that                                           We n...
Consumer understanding matters, even at the     onset and in ideation                “I have a very fair skin. When I go i...
16
Screen benefits that your product could claim for     unmet consumer needs                            fragrance          p...
Identify the reasons to believe in these benefits             SPF 50 is                        Proven dual unique        r...
Together these create a value proposition, which                                                                          ...
Assess how to best communicate the value      proposition to consumers     Effective claims and communications can:       ...
Gather consumer insights to best communicate your     value proposition21
Interactive exercise     Most of you conducted a survey in the     last 2 weeks about this new product22
Interactive exercise     As a group, order the claims in a     preference order. Let’s discuss what     makes your top cla...
#                                    Claim 1 Our new and improved formula will give you a beautiful natural tan safely 2 O...
Learning through the sunscreens case study     Principles for developing a winning claims strategy25
SKIM has analyzed     the data of a large     number of past claims     studies in an effort to     build a framework that...
The framework isbased on the analysis of…• 32 studies• 854 claims• 16 categories (personal  care, cosmetics, foods,  home ...
Winning claims …     Promise value     Are specific     Set you apart     Avoid pitfalls28
Developing a winning claim is     like completing an obstacle     course     You need to pass     all the hurdles     to s...
Hurdle 1     Promise Value     A claim is designed to     drive consumer choice     by calling upon desires     or aspirat...
For perfectly smooth skin         Created for perfection                              31
Put the Key     Benefit First     You only have a split     second to capture     consumers’ attention32
Get a beautiful natural tan safely     with our new and improved formula     Our new and improved formula will     give yo...
Get a beautiful natural tan safely     with our new and improved formula        Our new and improved formula will     giv...
Hurdle 2     Be Specific     By describing precisely     what tangible benefits     your product will deliver35
Provides all-day protection against     UVA and UVB     Now our best protection against     UVA and UVB36
Provides all-day protection against     UVA and UVB         Now our best protection against     UVA and UVB   37
Hurdle 3     Set Yourself     Apart     By differentiating your     value proposition38
Simply drawing a comparison     with competition is not enough     Differentiate yourself by offering a     relevant and u...
12 hours of nonstop waterproof     protection     Protects you from the sun for two times     longer than Neutrogena40
12 hours of nonstop waterproof     protection                    Protects you from the sun for two times     longer than ...
Hurdle 4     Avoid Pitfalls     By ensuring the claim     meets a set of style     and tonality criteria42
A sunscreen that delays premature     ageing due to sun damage     A sunscreen that protects your skin     so it stays you...
A sunscreen that delays premature     ageing due to sun damage       A sunscreen that protects your skin                 ...
Be Positive     Offer something positive     instead of avoiding     something negative45
Forget your pale skin and get a     beautiful natural looking tan now!     Get ready for summer with a     beautiful natur...
Forget your pale skin and get a     beautiful natural looking tan now!        Get ready for summer with a     beautiful n...
Be Respectful     Do not be condescending,     presumptuous or offending     in any way48
Our newest and most advanced     formula with Xemorel and Sytorine     Our newest and most advanced     formula with natur...
Our newest and most advanced     formula with Xemorel and Sytorine       Our newest and most advanced     formula with na...
Avoid Jargon     Use words that are     meaningful to consumers     instead of technical lingo51
All day sun protection     Your best beach buddy!52
     All day sun protection     Your best beach buddy! 53
Avoid Humor     Be direct and focus on     efficiently getting your     value message across54
Sunscreens case study results     Which claim is a winner?55
Rank Claim                                     Claim      1    16     12 hours of nonstop waterproof protection           ...
1. 12 hours of nonstop waterproof                     protection                                                  16. Your...
Promise value       “Because it combines both natural tanning and the safety aspect!”     Put the key benefit first   “Con...
Understand your consumer
Bring your Innovation to Market          Leverage consumer insights from          product development to marketing        ...
Paul Janssen               p.janssen@skimgroup.com               Sourabh Sharma               s.sharma@skimgroup.comSKIM20...
About SKIM     • Cutting-edge research agency since 1979     • Committed to providing great answers in marketing     • Ack...
InnoCos Conference: Bring your innovation to market
InnoCos Conference: Bring your innovation to market
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InnoCos Conference: Bring your innovation to market

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An interactive workshop on how to leverage consumer insights from product development to marketing in order to bring your innovation to market

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InnoCos Conference: Bring your innovation to market

  1. 1. expect great answersBring your Innovation to MarketLeveraging consumer insights from product development to marketing
  2. 2. Understand your consumer
  3. 3. Build your innovation by understanding your consumer Who are your consumers? What triggers them? Bring your innovative idea to the market5
  4. 4. Innovative ideas also pass through classicproduct life cycles
  5. 5. Innovatively perceived products in particular pass through the product life cycle rigorously It is important to leverage consumer insights along the way Go to Testing Go to Market Idea Screen Develop- Ideation Marketing Launch ment7
  6. 6. A product idea needs to identify or create a consumer need Go to Testing Go to Market Idea Screen Develop- Ideation Marketing Launch ment Unravel consumer insight via benefit screening and research, identify product relevance8
  7. 7. Development stages involve fulfilling this need Develop product and packaging options, test reasons to believe Go to Testing Go to Market Idea Screen Develop- Ideation Marketing Launch ment9
  8. 8. Discover ways to connect emotionally to consumers Go to Testing Go to Market Idea Screen Develop- Ideation Marketing Launch ment Identify brand fit and key benefits by testing aspects of commercialization10
  9. 9. Introduce your product with solid consumer understanding Fine tune communications by testing on pack claims concepts, ad-cepts, etc. Go to Testing Go to Market Idea Screen Develop- Ideation Marketing Launch ment11
  10. 10. Fine tune Develop product communications and packaging by testing on pack options, test claims, concepts, reasons to believe ad-cepts, etc. Go to Testing Go to Market Idea Screen Develop- Ideation Marketing Launch ment Unravel consumer Identify brand insight via benefit fit and key screening and benefits by research, identify testing aspects of product relevance commercialization12
  11. 11. Case Study Creating a value proposition for sunscreens13
  12. 12. It starts with an idea or a business objective Idea: A lotion that We need to re- protects and tans energize our sun care line. What should be our next big launch?14
  13. 13. Consumer understanding matters, even at the onset and in ideation “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 Assess the 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.” market I wear sunscreen but I pick a low SPF so I opportunity can tan better and faster. I know this is not good for my skin and I want to better protect it but I don’t want to loose my tan.”15
  14. 14. 16
  15. 15. Screen benefits that your product could claim for unmet consumer needs fragrance premature aging sun protection smooth skin tanning natural texture application streak free17
  16. 16. Identify the reasons to believe in these benefits SPF 50 is Proven dual unique recommended for benefits: sun protection effective sun protection and natural tanning Proven to prevent skin Easy-to-use: fast damage against UVA absorbing and non- and UVB sticky18
  17. 17. Together these create a value proposition, which . can be evaluated further Consumer Insight Benefits Reasons to Believe • Seeking natural •Tan safely and • SPF 50 protects tan and sun naturally from UVA/UVB protection •Protects from • Contains natural sunburn and ingredients to premature aging accelerate the process Value Proposition to Consumers19
  18. 18. Assess how to best communicate the value proposition to consumers Effective claims and communications can: Illustrate product Provide reasons benefits to believe Motivate Drive appeal purchase Understanding these factors will help you craft language that will give your products a competitive edge in the consumer’s mind20
  19. 19. Gather consumer insights to best communicate your value proposition21
  20. 20. Interactive exercise Most of you conducted a survey in the last 2 weeks about this new product22
  21. 21. Interactive exercise As a group, order the claims in a preference order. Let’s discuss what makes your top claim appealing, and your bottom claim less appealing23
  22. 22. # Claim 1 Our new and improved formula will give you a beautiful natural tan safely 2 Our newest and most advanced formula with natural tanning agents 3 Now our best protection against UVA and UVB 4 Get a beautiful natural tan safely with our new and improved formula 5 For perfectly smooth skin 6 All day sun protection 7 Created for perfection 8 A sunscreen that protects your skin so it stays young and healthy 9 Get ready for summer with a beautiful natural looking tan now! 10 Your best beach buddy! 11 Provides all-day protection against UVA and UVB 12 Our newest and most advanced formula with Xemorel and Sytorine 13 Protects you from the sun for two times longer than Neutrogena 14 A sunscreen that delays premature ageing due to sun damage 15 Forget your pale skin and get a beautiful natural looking tan now! 16 12 hours of nonstop waterproof protection24
  23. 23. Learning through the sunscreens case study Principles for developing a winning claims strategy25
  24. 24. SKIM has analyzed the data of a large number of past claims studies in an effort to build a framework that will help you create stronger claims26
  25. 25. The framework isbased on the analysis of…• 32 studies• 854 claims• 16 categories (personal care, cosmetics, foods, home care & durables)• 38 potential drivers of claim appeal
  26. 26. Winning claims … Promise value Are specific Set you apart Avoid pitfalls28
  27. 27. Developing a winning claim is like completing an obstacle course You need to pass all the hurdles to succeed29
  28. 28. Hurdle 1 Promise Value A claim is designed to drive consumer choice by calling upon desires or aspirations through the value it promises30
  29. 29. For perfectly smooth skin  Created for perfection 31
  30. 30. Put the Key Benefit First You only have a split second to capture consumers’ attention32
  31. 31. Get a beautiful natural tan safely with our new and improved formula Our new and improved formula will give you a beautiful natural tan safely33
  32. 32. Get a beautiful natural tan safely with our new and improved formula  Our new and improved formula will give you a beautiful natural tan safely34
  33. 33. Hurdle 2 Be Specific By describing precisely what tangible benefits your product will deliver35
  34. 34. Provides all-day protection against UVA and UVB Now our best protection against UVA and UVB36
  35. 35. Provides all-day protection against UVA and UVB  Now our best protection against UVA and UVB 37
  36. 36. Hurdle 3 Set Yourself Apart By differentiating your value proposition38
  37. 37. Simply drawing a comparison with competition is not enough Differentiate yourself by offering a relevant and unique value promise39
  38. 38. 12 hours of nonstop waterproof protection Protects you from the sun for two times longer than Neutrogena40
  39. 39. 12 hours of nonstop waterproof protection  Protects you from the sun for two times longer than Neutrogena 41
  40. 40. Hurdle 4 Avoid Pitfalls By ensuring the claim meets a set of style and tonality criteria42
  41. 41. A sunscreen that delays premature ageing due to sun damage A sunscreen that protects your skin so it stays young and healthy43
  42. 42. A sunscreen that delays premature ageing due to sun damage  A sunscreen that protects your skin  so it stays young and healthy44
  43. 43. Be Positive Offer something positive instead of avoiding something negative45
  44. 44. Forget your pale skin and get a beautiful natural looking tan now! Get ready for summer with a beautiful natural looking tan now!46
  45. 45. Forget your pale skin and get a beautiful natural looking tan now!  Get ready for summer with a beautiful natural looking tan now! 47
  46. 46. Be Respectful Do not be condescending, presumptuous or offending in any way48
  47. 47. Our newest and most advanced formula with Xemorel and Sytorine Our newest and most advanced formula with natural tanning agents49
  48. 48. Our newest and most advanced formula with Xemorel and Sytorine  Our newest and most advanced formula with natural tanning agents50
  49. 49. Avoid Jargon Use words that are meaningful to consumers instead of technical lingo51
  50. 50. All day sun protection Your best beach buddy!52
  51. 51.  All day sun protection Your best beach buddy! 53
  52. 52. Avoid Humor Be direct and focus on efficiently getting your value message across54
  53. 53. Sunscreens case study results Which claim is a winner?55
  54. 54. Rank Claim Claim 1 16 12 hours of nonstop waterproof protection 79% 2 4 Get a beautiful natural tan safely with our new and improved formula 61% 3 1 Our new and improved formula will give you a beautiful natural tan safely 57% 4 11 Provides all-day protection against UVA and UVB 54% 5 8 A sunscreen that protects your skin so it stays young and healthy 51% 6 6 All day sun protection 43% 7 2 Our newest and most advanced formula with natural tanning agents 42% 8 3 Now our best protection against UVA and UVB 30% 9 9 Get ready for summer with a beautiful natural looking tan now! 4% 10 14 A sunscreen that delays premature ageing due to sun damage -15% 11 13 Protects you from the sun for two times longer than Neutrogena -33% 12 5 For perfectly smooth skin -37% 13 15 Forget your pale skin and get a beautiful natural looking tan now! -56% 14 12 Our newest and most advanced formula with Xemorel and Sytorine -79% 15 7 Created for perfection -82% 16 10 Your best beach buddy! -88% Negative Net Score Positive56
  55. 55. 1. 12 hours of nonstop waterproof protection 16. Your best beach buddy! Specific 73% Don’t need a beach buddy 59% Meets my needs 65% Irrelevant 39% Clear 34% Sounds silly 30% “I like going in “Conveys a “I need a the water and specific benefit protective “It sounds silly hate having to that is product, not a and says nothing.” reapply important to beach buddy.” sunscreen” me” The percentages indicate the percentage of respondents that like or dislike this claim because of the aforementioned reason57
  56. 56. Promise value “Because it combines both natural tanning and the safety aspect!” Put the key benefit first “Conveys a specific benefit that is important to me.” “12 hours, nonstop and Be specific “All day UVA and UVB protection!” waterproof. Awesome!” Set yourself apart “Better than” is not a relevant element.” Be positive “I don’t want to hear about damage and ageing on a product.” Be respectful “It strikes me as being rude - criticizing my skin.” “Because I have no idea what “I have no idea what Avoid jargon Xemorel and Sytorine are!” these chemicals do!” “I don’t need sunscreen as a “The tone is for a product Avoid humor beach buddy.” promoting "whimsy"”58
  57. 57. Understand your consumer
  58. 58. Bring your Innovation to Market Leverage consumer insights from product development to marketing Go to Testing Go to Market Idea Screen Develop- Ideation Marketing Launch ment60
  59. 59. Paul Janssen p.janssen@skimgroup.com Sourabh Sharma s.sharma@skimgroup.comSKIM201 963 8430 Thank you!61
  60. 60. About SKIM • Cutting-edge research agency since 1979 • Committed to providing great answers in marketing • Acknowledged strategic partner in pricing, communications and portfolio management • Serving clients in consumer goods, including personal care, foods and cosmetics, alongside healthcare, consumer health, telecom and finance • Offices in New York, San Francisco, Rotterdam, Geneva and London62

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