InnoCos Pack 2012: Packaging Innovation

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Investing in the most creative idea or the newest manufacturing tool is most often not enough to ensure success. What if consumers are not ready for it yet? Or not prepared to pay a premium for it? One of our consumer research specialists Nancy Savoya, showed how you can pinpoint exactly which packaging features create the most value for your customers, and most importantly: how much they are willing to pay for them.

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expect great answers

Packaging Innovation: Are you spot on?

Let’s ask your consumers…

SKIM | Consumer Research | InnoCos Pack Amsterdam 2012

Introducing

SKIM

Session Agenda

Case Study

Intro

Listen to

consumers Insights

Your

questions!

San Francisco New York

London

Geneva

Rotterdam

4

Case study:

What is the right packaging to launch Aveeno 100% Organic

body lotion?

5 Fictitious example

The brief

A delight to use

Standing out

from shelf

Communicating

green brand

values

Without losing

the “indulgence”

feel

1

2

6

3

4

The packaging and marketing teams are considering various packaging options for further development…

8

Dispensing System

Sustainability

Shape

Artwork

Vs.

Outer packaging

Business objectives

9

1. Which packaging features command

the highest appeal/ purchase intent?

2. To what extent should the packaging

be “green” for this new organic

formula?

3. To what extent does the packaging

execution command a premium

price?

Packaging Optimizer – the synthesis of an optimal packaging design

10

How do we get these insights?

We invite body lotion users to take an online survey

11

The core of the survey is an exercise

where respondents choose the pack

they find the most appealing

12

Dispensing system

Bottle shape

Artwork

Carton vs. no carton

Biodegradability

Price

Follow-up purchase intent

question

Below you see three different body lotion Aveeno Organic. Which one do you find most appealing?

What do consumers see?

$7.99 (8 oz) $8.99 (8 oz) $7.49 (8 oz)

Given what you know about the market, would you actually buy the body lotion you chose above?

14

This exercise is repeated during the survey, each time with different packaging options

In addition, we dig deeper through diagnostic and real-time tailored open ends

15

What do you like about it? What is it that you dislike about it and would like to see improved?

Your preferred bottle for “Aveeno Organic” body lotion is:

16

1. 89% Biodegradable

More believable than 99% or 100% 59%

89% biodegradable is already very high 32%

Sounds less commercial than the others 27%

“99% sounds too much like

advertising: 89% sounds

more honest to me”

“I would already be happy with

89% biodegradable. I don’t

know any other body lotions

which achieve that level!”

N = 315

You prefer this logo over others, what do you like about it?

Open-end feedback allows us to get a thorough understanding of drivers of preference

Fictitious results

“I don’t believe that 99% or

100% biodegradable is

possible to achieve in such

products”

Insights

17

What can we learn from this?

Dispensing system

Bottle shape

Artwork

Carton pack

Biodegradability

Price

Added value

Define features’ impact on consumer choice

18

With carton w/o carton

6.99 7.49 7.99 9.49 8.99 9.99

Fictitious results

Based on consumers’ preferences, we identify the best overall packaging

19

Best combination

2nd best

3rd best

Appeal: 66.8% Appeal: 64.5%

Appeal: 61.5%

Fictitious results

We then determine how far you can stretch the price with the preferred packaging

0%

10%

20%

30%

40%

50%

60%

70%

Base Case $6.99 $7.49 $7.99 $8.99 $9.49

20

Share of choice

Share of Choice: % of people who say they would purchase this option, given what they know about the market

benchmark

$6.99

Fictitious results

The added value in appeal and revenue is minimal when launching more than 2 variants

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100

150

200

250

20%

40%

60%

80%

100%

Share of Choice Revenue Index

1 variant

Aveeno organic 2 variants

Aveeno organic 3 variants

Aveeno organic 4 variants

Aveeno organic

5 variants

Aveeno organic

Fictitious results Share of Choice: % of people who say they would purchase this option, given what they know about the market

22

Green Fans

Two clusters are identified via their preferences to Aveeno Organic packs’ features

Experience Seekers

43% 57%

Looking for a luxurious experience, wants

to treat herself well even if she has to

slightly compromise on green values.

Driven by both a strict

adherence to green

values and

convenience.

Fictitious results

23

Green Fans

Both clusters are identified via their preferences to Aveeno Organic packs’ features

She likes:

100% biodegradable, without

carton box

Larger pump convenience/

only 1 press and you get the

right amount of product

Economical

Less important for her:

• Packaging design

She prefers a body lotion with:

Sophisticated design (artwork)

Recyclable or 89% biodegradable

(“good enough”)

Carton box (YET recyclable)

Less important for her:

• Price

Experience Seekers

Fictitious results

Thank you!

26

contact us or follow us online!

Nancy Savoya | Account Director | Consumer Research

n.savoya@skimgroup.com | 00 41 22 710 0190

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