Upload
israel-cane
View
216
Download
0
Embed Size (px)
Citation preview
Outline
Need for consumer insightsRole in product developmentMessage clarity
Case: Pepsi One Case: MasterCard Case: Altoids Case: DiGiorno Pizza
Need for Consumer Insights
Concept of value must be defined in context of what targeted consumers are willing to pay forIt is not always clear what features
provide valueWhat is level of optimal
tradeoff?
Need for Consumer Insights
Apple introduced the versatile Newton in 1993 But for all its technological advancements, the
handwriting recognition software was flawed, and the product flopped
Motorola Envoy, launched in 1994, also failed to make inroads with consumers
Palm Pilot, an incremental improvement over its predecessors, became a huge success when it was introduced in 1996
Need for Consumer Insights
Product quality is not just the strength of its attributesCoca-Cola introduced an improved
formula after losing Pepsi Challenge taste tests, but consumers rejected New Coke
Consumer Insights: Pepsi One Pepsi introduced Pepsi One, a one-calorie
cola, in 1998 Addition to line of products: Pepsi, Diet
Pepsi, Mountain Dew, Diet Dew, Slice, Mug
Pepsi One fits you like a glove. You are viewed by friends as an intellectual and a trendsetter. You go out of your way to learn about new music, fashion, and trends. There's a brainy side of you too. You often pull interesting facts out of your hat and stun people with your worldliness. The same goes for your impeccable taste in music. You also have a spark that lights up the room when you make your entrance. Your smile is magnetic.
Case Study: MasterCard
There are some things money can’t buy. For everything else there’s MasterCard.
Case Study: MasterCard
VISA
Everywhere you want to be
Life takes VISA
American Express: Membership has
its privileges
Case Study: MasterCard
Associated with acceptance at 24 million locations
Affiliated with 15,000 financial institutions
Market share is in mid 20s, about half that of Visa
Case Study: MasterCard
Consumer insight: Values were changing in a fundamental way in the late ‘90s
More emphasis was being placed on family and human relationsMaterial consumption was
almost taken for granted
Market Shares
(% Purchase Volume)
1998 2000 2001 2003 2005
MasterCard 25.50 25.60 27.61 30.7 23.9
Visa 52.25 51.75 50.38 51.4 49.6
American Express 16.30 17.25 16.14 12.3 14.3
Case Study: MasterCard
Case Study: MasterCard
More recent versions of the ad have off-beat humor, irreverence
Represent departure from nostalgic, sentimental executions
A change in strategy?
Males, 20-28, working Smokers Drink coffee, beer Frequent restaurants or carry out Go to movies and clubs frequently Looking for empowerment
Case Study: Altoids
Case Study: Altoids
Drawing on a retro image, Altoids brand is built on the benefit of having “curiously strong” breath-freshening capabilities
Case Study: DiGiorno
Consumers who enjoy delivery pizza complained of inconsistent carry out/delivery quality Long waits High price Cold when delivered
Idea of high-quality frozen pizza met with cynicism
Case Study: DiGiorno
Pizza, which is sold in supermarket freezer, was positioned against delivery pizza as the frame of referenceHigher quality ingredientsSelf-rising crust
Point of difference: “It's like getting a $12 pizza for $5”
Kaboom Porcelain Tile & Grout Restorer Foaming bathroom cleaner – uses organic salt as
cleaning agent Most women have 4 – 6 products on hand at all times
that are used to clean bathrooms • Bathroom cleaner
• Heavy duty• Shower/tub/multipurpose
• Daily shower• Toilet• Mirror • Floor
Case Study: Kaboom
FREQ
UEN
CY O
F USE
FREQ
UEN
CY O
F USE
Heavy Duty SpecificCLR; Lime Away; Tilex Mildew
Heavy Duty GeneralComet; Tilex Soap Scum
Routine (Bi)weeklyShower/Tub: Scrubbing BubblesToilet Bowl: Lysol; Clorox Mirror: WindexFloor: Pine Sol; Armstrong
Light/DailyArm & Hammer Clean ShowerTilex Daily Shower
SEVERITY O
F PRO
BLEM
SEVERITY O
F PRO
BLEM
low
high
high
lowK
aboom PTG
R
Case Study: Kaboom
Women who clean their bathrooms
Bathroom cleaners
From the makers of Oxi Clean
Target
Frame of Reference
Point of Difference
Case Study: Kaboom
Captures most frequently encountered cleaning problems in order of priority. Allows Kaboom to enter consideration set and span heavy duty and routine cleaning segments.
KABOOM
Shower, Tub & Tile Cleaner
Aggressively Cleans:
Soap Scum, Dirt, Hard Water Build Up,
Calcium & Lime Stains, Rust Stains,Grout Stains
Clean Easy. Breathe Easy.
Defines brand promise. Suggests no fumes without evoking unpleasant association.
Descriptor anchors product in mid-frequency FOR.
Borrowed brand equity from Oxi Clean enhances Kaboom’s credibility.
From the Makers of Oxi Clean!
Case Study: Kaboom