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