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INSIGHT BASED INNOVATION Barcelona April 2015, Susanne Jentsch (Consumer Centricity Unit)
WHAT DOES OUR CONSUMER CENTRICITY UNIT DO?
Foster Insight Based Marketing
CCU
Enhance Consumer & Shopper Centricity
WHO OR WHAT IS BEIERSDORF?
• Founded in 1882 in Hamburg
• More than 130 years of competence in
research and development
• Business segments: Consumer
and tesa
• Over 16,500 employees worldwide
• More than 150 affiliates
• DAX-listed since 2008
• € 6.285 billion Group sales in 2014
WORLDWIDE LEADER IN SKIN CARE
• Our global brands:
NIVEA, Eucerin,
Hansaplast,
and La Prairie
• Close to our consumers
around the world
GLOBAL BRANDS, LOCAL ORIENTATION
MILESTONES IN SKIN CARE
• We are the forerunners in skin care research
• Highly innovative over the entire company history
SKIN CARE COMPETENCE FOR OVER 130 YEARS
Founded
1882
1900
1909 1922
1911
1951
1950
1975
1963
1987
1980
2006
1998
2013
2011
“ “ INNOVATION IN SKIN CARE IS OUR LIFE BLOOD
We focus on big product
innovations and introduce
them in best-in-class time-
to-market.
Our Innovations ground in
strong Consumer insights,
delivering outstanding
value to our Consumers
MAIN SUCCESS FACTORS OF BIG INNOVATIONS
Closest to our consumers at all times!
HOW TO INNOVATE CLOSEST TO OUR
CONSUMER?
1. EMBED A DEFINED INNOVATION PROCESS!
Early Innovation Integrated Innovation
Management Go To Market
“concept to product” “product to consumer”
Innovation Process
”via consumer insight to concept”
Blue Agenda
It starts with the consumer, it ends at the consumer
Category Strategic Frames
1
Consumer/Shopper Closeness
2
Strong Insights
3
Insightful ACTIVATION
Connect
Act
Great Concepts for :
• Product
• Packaging
• Communication
• POS
2. CONNECT BEFORE YOU ACT!
Insight Based Marketing Systematically turning Insights into market-winning activities
Insightfulness Always asking questions, looking beyond the obvious, connecting the parts
Insight Deep understanding of consumer and shopper needs, behaviors and beliefs that offers exciting business building oppportunities
3. SYSTEMATICALLY TURN INSIGHTS INTO ACTION!
DEFINITION: INSIGHT BASED MARKETING
Grounded in a deep understanding of our brands and guided by
foresight, we identify and leverage strong consumer and technology
insight to further build our brands and drive future growth
Foresight Technology
Brand
Consumer
We act as one team acoss functions and regions, closest to our consumers
TURNING INSIGHTS INTO INNOVATIVE CONCEPTS
Strong INSIGHT
Unique IDEA
Compelling STORY
DEFINITION: INSIGHT
A deep Understanding of people’s
behaviours, attitudes or beliefs
that offers exciting business
building opportunities for our brands
or business
An Insight is the seed, the starting
point that enables our activity to fit
meaningfully into our target
audience lives
“
”
If I had asked people what they wanted, they would have said faster horses…
“
” Henry Ford
A lot of times, people don‘t know what they want until you show it to them...
“
” Steve Jobs
Insights help us to recognise the needs of our consumers...
…even before they do
EXAMPLE NIVEA DEO INVISIBLE FOR BLACK & WHITE
“It’s embarrassing when I see that my deodorant has
left white marks on my black tops/shirts. It’s even worse if, after a while, I see stains
that never come out and really ruin my white clothes.”
Consumer Insight
There are only two sources of competitive advantage, the
ability to learn more about our consumers faster than the
competition and the ability to turn that learning into action, faster
than the competition
Jack Welch Former CEO General Electric
“
”
TURNING INSIGHTS INTO ACTION Challenge for NIVEA Body to address non-users of body lotion
FROM CHALLENGE TO INSIGHTFUL ACTIVATION
Define the Challenge 1 Build deep
Consumer knowledge 2
Generate Understandings 3
Develop Activation 5 Identify Insights 4
THE CONSUMER CHALLENGE
How to encourage non and occasional users of body lotion
to use Nivea Body ? Challenge
Less than 80% of women use body lotion, even in saturated markets
20% do not use body lotions
Users
Non users
Body lotion usage in a saturated market
Define the Challenge 1
A CROSS-COUNTRY, CROSS-CATEGORY
TEAM APPROACH
Key countries and various functions like Marketing, R&D, Packaging and
Market Research were all deeply connecting with our consumers, trying to
solve the challenge
Build deep Consumer knowledge 2
THEY IDENTIFIED KEY CONSUMER
TENSIONS
It’s a duty!
In the shower
It’s a pleasure!
vs.
Personal care
after the shower
Me-Time
“It’s an hour or two, only for me”
Relaxation
“It’s a moment of de-stress, like a vacation, a nice nap or good food”
“I feel that I’m doing something good for me, treating myself”
Negligence
“I don’t devote much time to body care, the family negatively affects
the care, I devote much more effort and attention to them”
Burden
“I do my duties, I have to, because of my dry skin”
“I often think that it’s really tedious”
Build deep Consumer knowledge 2
Body care is part of her daily routine but does not play a central role in her life
Shower is always connected to a real pleasure experience, the body lotion
application afterwards is compared to that a harsh step into reality
She is short with time and her priority is spending time with her family
Although there are moments where she really enjoys it, the daily routine is not
such a moment
She wants effective care for her dry skin
THEY JOINTLY GENERATED
KEY UNDERSTANDINGS FROM THE DATA Generate Understandings 3
… AND IDENTIFIED A KEY INSIGHT Identify Insights 4
… WHICH THEY TURNED INTO A TRUE
GAME CHANGER
Not applicable in
china
Not applicable in
china
Develop Activation 5
BRINGING IT TO THE MARKETS
360 ° SUPPORT
Driving Growth in the saturated body segment
TVC
Web/ Digital
Sampling
Experience
POS
PR
5 5
PRINT CAMPAIGN IN
KEY WOMEN’S
MAGAZINES
ON-LINE ACTIVITY 5
Get it in your hands
Website / display ads‘A look into your future’ on Facebook
5
PR CAMPAIGN 5
Video Fact sheet Research
5TVC EDUCATED CONSUMERS ON HOW
TO USE THIS NEW PRODUCT 5 5
STRONG IMPACT IN-STORE
Sou rce: Facebook, NIVEA France, 2012
5
Develop Activation 5
RESULTS
CREATING A GAME CHANGER:
A NEW CATEGORY IN THE BODY SHELF!
89% new category users
SUCCESSFULLY CONVERTED NON-USERS
KEY FACTORS OF SUCCESS
• A thorough strategic analysis of growth opportunities
• A clear consumer challenge definition
• An empowered cross-regional, cross–functional team
• A deep dive into consumer‘s worlds
• A globally relevant insight
• A creative ideation led by the insight
• Closeness to our consumer at all times!
FOR INSIGHTBASED INNOVATION
THANK YOU!
BACK UP
NIVEA
• NIVEA is the world’s largest
skin care brand*
• The most trusted skin care
brand in Europe**
• Over 500 million consumers
worldwide
• Present in approx. 200 countries
• Over 100 million creme tins
sold per year
• 7.5 % sales growth in 2013
• Market leader in 46 countries
THE ICONIC BRAND
* Euromonitor International Limited; by umbrella brand
in the categories face, body and hand care retail sales 2012.
** Source: Most Trusted Brands Study 2013.
TOP POSITIONS WORLDWIDE NUMBER 1 IN MANY CATEGORIES
Source: Nielsen Market Positions, Status: 12/13
= No. 1 market position = No. 3 market position = no market presence/
no data
Countries DE BR UK FR RU IT TH CN PL US JP ES NL CH AU No. 1/2
Body 14x (93 %)
Face 7x (47 %)
Sun 9x (60 %)
Men 13x (87 %)
Deo 9x (60 %)
Shower 6x (40 %)
= No. 2 market position
RESEARCH AND DEVELOPMENT
• 990 employees in Research
and Development
• €154 million invested in 2013
• More than 1,300 studies with
approx. 40,000 participants
• Globally recognized skin
research center
• Development centers in
China and Mexico
130 YEARS OF EXPERTISE