View
214
Download
1
Category
Tags:
Preview:
Citation preview
Searching for Wining products Dorothy MackenzieChairmanDragon Brand Consulting Ltd1 Craven HillLondon W2 3EH
dorothy.mackenzie@dragonbrands.com
What are the secrets of new product success nowadays?
• What are the ‘golden tools’ for creating innovative products that are successful in the market?
The starting point
• Finding real insights• Interpreting these within the right context• And doing this all quickly without being overwhelmed by huge
research studies
“A consumer insight is a fundamental human truth about how people think, feel or act, delivered in a fresh unexpected way”
“Insight is about getting information about what people do and think, understanding why, and spotting what you can do to address their problem or opportunity”
“Insight is about seeing inside the consumer”
What is insight?
Digging Deep
• Observing consumer behaviour - what drives their consumption patterns?
• What are they like as people - not just consumers
• What don’t they like? • Talking to people
– Consumers– Customers– Opinion leaders– Internal
• Analysing data• Studying market dynamics - who do
you really compete with?
Applying Insights
• Understanding consumer needs - expressed and articulated• Understanding consumer and
market segmentation• Defining the core target tightly and
lucidly • Projecting the brand into the future
Bringing insight to life
• Dramatise the insights and present them simply - e.g.– Consumer portraits– World of the consumer– Video diaries
• Or take people to see and experience them themselves
Insight: the reality
• Insight is an over-used term, yet is still the fundamental driver behind successful innovation• Insights are scary because they can come from a variety of
sources and there are no hard and fast rules• Insights about emerging behaviours and changing attitudes are a
great source for stimulating new product ideas• You know very quickly when you have got a good one!
Looking Around : what’s going on?
• Other markets - new ways of thinking about things• Competitor behaviour (all
competitors, not just the obvious ones)• Trends - catgory, market, society• Culture
Dragon Societal trends…
VULNERABILITY
END TO INDUSTRIAL VALUES
QUEST FOR PERFECTION
POWERFUL NATURE
CREATIVE SPIRITS
SIMPLE CONVENIENC
E
NEW INTIMACY
trustedto deliver on promises
A brand people believe in
inspiringsomething extra, beyond normal expectations
importantrelevant with a special place in peoples lives
likedaccessible and in tune with their audiences
connecting on a deeper emotional level with your
audience
We looked out 100 Innovative Brands…• ACE bleach• Kettle Chips• Brunchettas• Spontex Rub Out• Jacobs Essential Crackers• Aquafresh Zones• J2O• Kid Stuff Crazy Soap• Oats So Simple• Tesco Serves 1• Persil Aloe Vera• Tesco Finest• Pampers Kandoo• Kelloggs Muddles• Dettol Easy Wipe• Walkers Stax• Rustlers• Oust odour eliminator• Felipo Berio olive oil spread• Go Ahead yogurt• Bachelors Cup a Soup • Philadelphia Light mini tubs
• Jacobs Thai Bites
• Walls mini sausages
• Magicool body cooler and freshener
• Frubes
• Kleenex Balsam
• Mr Muscle orange wipes
• Robinsons Fruit Shoot
• Quaker Snack a Jacks
• Kelloggs Nutrigrain
• Old El Paso Dinner kit
• Calgon tablets
• Kelloggs Fruit Winders
• Tesco easy steam range
• Febreze Fabric Freshener and allergy reducer
• Comfort Easy Iron
• Mr Sheen wipes
• Lurpak Spreadable
• Persil washing up liquid, baking soda
• Covent Garden soup
• Johnsons baby softwash
• Pampers Activefit
• Mattesons shaped meat slices
• Tetley well being bags• Schwartz Real Paste• Hellmans two part dressing and paste• Knorr Sizzle and Stir• Mr Muscle Shower Shine• Hovis Best of both• Pot Noodle (hot)• Tesco Carb Control• Glade Touch n Fresh kitchen• Lux Bath• Heinz upside down tomato ketchup pack• Muller• McVities Hob Nob Flapjack• Doritos Dippers• Bisto Best Premium Yorkshire puddings• Tzone spot zapping stick• Heinz Tomato Frito• Fruit Bowl Fruit Bars• Garnier Pure (505 stick)• Tesco safety buds• Comfort Pearls
We explored which appeared to be supported by clear consumer insights
• Insight tracking sessions with over 50 Marketing Directors, Marketing Managers and Innovation Managers…• What were the main themes?• Are the insights obvious?• Does the product address a real need?• Which products stood out due to the ‘obviousness’ of the
consumer insight?
The innovations that worked…
Insights
Current Future
ProductBrand
ConsumerSector
Needstate/occasion
Substitution New
what will it add?what will it replace?what will it do differently?why is it making life easier?
Commercial sanity
Can it work?
will it do what it says?will it deliver?exceed expectation?
Recommended