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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
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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
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How do we get these insights?
We invite body lotion users to take an online survey
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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?
Every concept is built as a combination of features
13
Shape Dispensing
System Outer
Packaging Artwork Sustainability Price
$7.99
No $8.99
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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
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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:
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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
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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
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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
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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
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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
Offering two products to target these two segments maximizes appeal and revenue
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+
Green Fans Experience Seekers
Combined total portfolio appeal: 78.9%
Combined total portfolio revenue index: 306
Total sample
$9.49 (8 oz) $7.49 (8 oz)
Appeal: 73.9% Appeal: 87.3%
Fictitious results
Recommendations
Two scenarios are possible to consider for Aveeno Organic :
1. If one line only:
• Product with highest appeal $7.99
2. Future line expansions develop two lines
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+
$7.49 (8 oz) $9.49 (8 oz)
Fictitious results
Thank you!
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contact us or follow us online!
Nancy Savoya | Account Director | Consumer Research
[email protected] | 00 41 22 710 0190
