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www.affinnova.com
Boosting Packaging Effectiveness
October 2013
B. Blake Howard
Senior Vice President, Design Solutions
+1 607.351.3794
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Introduction
Blake Howard – SVP Design Solutions
• 12 years in creative arts before MBA
• Marketing and brand specialist with packaging expertise
• 5 Years at Affinnova
• Passion for blending art and science
Giles Watts – VP Client Services
• 12 years working with insight & innovation teams
• Joined Affinnova in January to manage mid-cap business in UK & Ireland
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About Affinnova
• Marketing technology company that dramatically improves innovation and marketing success rates
‒ Software and services
‒ Applications for product development, advertising and design
• Best-in-Class technology platform– Unique collaboration software
– Patented optimization algorithms
– Advanced predictive analytics & insights
• Global scale– Headquarters and R&D in Boston
– 200+ employees located in France, Germany, Singapore, Switzerland, UK and US
– Reach across 42 countries
39% Revenue Growth Rate(5-Yr CAGR)
2008 2009 2010 2011 20122007
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State of Packaging
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Packaging is important
According to DataMonitor over 50% of purchase decisions about FMCG products are made at shelf
McKinsey says 40% of consumers change their mind at shelf
$33M loss in 1.5 months
Business teams say they recognize the importance of design, but investments imply otherwise
20% sales increase over first 6 months
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This is reflected in current packaging
54% of in-market packaging diminishes key brand perceptions instead of enhancing
– Affinnova packaging audits
Only 50% of new package design provides a notable improvement over existing packaging, a coin toss
– Affinnova & PRS International
CONSUMER NET RATING
DESIGN EFFECT ON CATEGORY RANK
6
12345
10
11
789
111112
Familiar
Genuine
Flavorful
Fun
Spirited
Social
Refreshing
Long-lasting
Innovative
Modern
Sophisticated
Healthy
-20
-10
0
10
20
30
40
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Current process is not reliable or scalable
There is an abundance of good design ideas – but process restricts exploration
Relies too much on individuals using judgment combining special insight in:
Design Aesthetic + Consumer Behavior +Branding + Sales
Includes consumers and competition too late in the design process
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Design Optimisationwith evolutionary algorithms
Expanded agency-client design exploration
Earlier consumer input
Earlier competitive analysis
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Explore
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Exploration Agreement
Creative BriefEnhanceMints
Consumer Benefit: Fresh breath with added health benefits
Reason to Believe: Explore several different RTBs along with potential executions
Brand Character: Smart, healthy, modern, sophisticated
Mandatories: Explore a range of design territories to best express brand proposition
Considerations:Explore variation within territories for Affinnova’s Design Optimiser
Creative BriefEnhanceMints
Consumer Benefit: Fresh breath with added health benefits
Reason to Believe: Explore several different RTBs along with potential executions
Brand Character: Smart, healthy, modern, sophisticated
Mandatories: Explore a range of design territories to best express brand proposition
Considerations:Explore variation within territories for Affinnova’s Design Optimiser
Apothecary
Mint Heritage Vita-mania
Design Territories
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Designer-Driven Exploration (examples)
Explore the same territory among different package structures (include a few variations or thousands)
Graphics within one territory or structure cannot overlap with another, so designs will be seen properly
Explore different graphic territories within the same structure(include a few variations or thousands)
Vita-Mania Apothecary
Mint Heritage
RollsShaker Pack
Bulk Bottles
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Exploring Design Execution
Total Unique Design Concepts
0 0 1
Background 4
0 0 2 0 0 3 0 0 4
4 Logo Lock Up
4
0 1 6
4
Mint Image
3
0 4 8
3
Claim5
2 4 0
5
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Design Review
Designers develop creative on their preferred platform
Adobe files seamlessly upload to Affinnova Studio
Benefits include:‣ Design space visualization‣ Simple client review for robust design spaces‣ Easy feedback process and tracking
Affinnova Studio™Adobe Illustrator®
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Optimise
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Consumers Drive the Optimisation
• Consumers are recruited online based on target criteria
• CLT is possible if needed
• Designs are only shown holistically, never in parts
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To view the concepts, roll over the thumbnails.
To choose a concept, click its thumbnail.
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ThankYou!
Loading Choice Set
2 of 16
To view the concepts, roll over the thumbnails.
To choose a concept, click its thumbnail.
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Optimisation in Real-Time
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Holistic Top Design Concepts
Top Concept 1
Top Concept 2
Top Concept 3
Algorithms used to converge on preferences, not create designsSo no mathematical “Frankenstein” designs
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Benchmark
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Competitive Benchmarking
Measures key packaging functions to first capture attention at shelf, then persuade consumers to purchase, and finally build equity
Attention On-shelf visibility
Purchase Share of preference
Equity Key message communicationPersonality profileWord association
Refinement Click-based heat mapsZone-based verbatims
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Concepts Included
Top Design Concepts In-Market Benchmark ConceptsAfter optimisation, Top Design Concepts are benchmarked in a competitive environment with new respondents
Current
Other Test Concepts
Team Favorite
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Design Optimisation
Impact
Case Study
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In-Market Results
Consumer Packaged Goods companies that used Affinnova’s technology platform for development doubled new product success rates and generated more than two times revenue*
Launch Rate 1 Success Rate 2 2 Year Revenue 3
Optimized Launches
55% 44% $23.7 million
Benchmark 27% 25% $9.0 million
Impact 2.0x 1.8x 2.6x
* U.S. consumer packaged goods new product launches1. Launch rate is a percent of product initiatives which are subsequently introduced to market; benchmark is based on industry averages2. Percent of launched initiatives that meet a success threshold of 2 years in distribution with at least $500k in revenue over the last 2 quad weeks3. Cumulative 2 year revenue (aggregated for multi-sku lines) of launched initiatives and same category benchmarks in the 2003-2008 time frame
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Grimbergen Case Study
Challenge Make a beer steeped in tradition relevant to a younger audience while maintaining its identify
Exploration Agency worked with the Carlsberg team to fully explore design options, including:
Bottle shapes, Sizes, Embossments, Label Graphics, Label Placements and Cap Decorations
Optimise and Benchmark Used Design Optimiser to assess many design directions and establish core design
Results New bottle launched in 9 markets throughout Europe and Asia, with double digit volume growth
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Stranger Danger
Packaging is an important part of the marketing equation
Competitive landscape is constantly shifting
Is your packaging still supporting your brand?
Vodka audit featured in Fast Company and The Dieline
Summary downloadable at affinnova.com
Design Impact
SEXY
1st
6th
2nd
4th
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Affinnova
AFTER PARTY
5 pm
Buffet and Drinks
Expanded Q&A
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Thank You
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Appendix
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Eye Tracking (shelf standout) Find and Click (findability) Discrete Choice (competitive-based purchase)
Clickable Line-up (personality profile)Unaided Word Association (word cloud)
Agreements (key message communication, fit with brand)
Click & Comment (design breakdown)
Benchmarking Method
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Output Summary
Optimise
Attention
Purchase
Equity
Refinement
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Output Summary
Optimise
Attention
Purchase
Equity
Refinement
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Output Summary
Optimise
Attention
Purchase
Equity
Refinement