Download pdf - 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



minds



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


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


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

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Claim: All day UVA and UVB protection that

lets you tan safely

• Product Name

• Formula

• Packaging

• Price

• Advertising campaign

Session Agenda



minds


• 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!

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1- Rank all claims 2- Discuss what makes your top claim the best/ your bottom claim the worst

Group Assignment

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-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?

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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



minds



26

What claim do you find most appealing?

Let’s use your green and red cards

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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

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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

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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

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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

http://www.facebook.com/skimgroup

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http://www.linkedin.com/company/skim

http://www.youtube.com/skimvideos

mailto:[email protected]

mailto:[email protected]