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Fusing brand strength and customer need to create explosive insights

Fusing brand strength and customer need to create explosive insights. Presented by Pippa Bailey. Nowadays your product, pack, and marketing all need to be good. The eras of marketing development. Then marketing evolved and average products could be successful. Product. Pack. Brand.

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Fusing brand strength and customer need to create explosive insights

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  1. Fusing brand strength and customer need to create explosive insights Presented by Pippa Bailey

  2. Nowadays your product, pack, and marketing all need to be good The eras of marketing development Then marketing evolved and average products could be successful Product Pack Brand A long time ago, a good product was enough Functional Emotional Liking

  3. Greetings Earth Woman, I’ve got this brilliant concept SoH nuq?

  4. Expectation Loyalty Repeat purchase Fulfilment Satisfaction

  5. Run Attack

  6. EROS (Early Rules of Success) ONLINE DEVELOPER GROUPS R&D MARKETING CONSUMERS MMR BRAND OWNERS ARTICULATE CONSUMERS

  7. Online Developer Groups

  8. PRE-WORKSHOP 1 2 3 RESPONDENT ASSESSMENT AND SELECTION PRE-WORK PRE-WORK Sample immersion; parameters and selection Detailed vocabulary session to define and understand the “pool” lexicon Screening for above average sensory perception and articulacy, as well as detailed brand articulacy 6 5 4 SENSORY EXPLORATION AND WARMUP BRAND BREAKOUT SESSION MARKETING INTRODUCTION SESSION Warm-up in smaller groups run by sensory experts, trying contrasting products to get respondents in the right mindset for following exercises, proven to increase detail and clarity in the following stages Group splits in two, to discuss concept & brand, profile brand based on pool of Emotional / Functional terms Marketing-led session to explore concept and brand, explain to respondents what is to be achieved and really establish consumer buy-in 8 7 SENSORY EXPLORATION WORKSHOPS CROSS COMPARISON AND WRAP-UP Respondents split into two groups. Possible product executions explored in an iterative process involving R&D and MMR staff – sensory profiling and exploration into emotional territories Groups recombined and questioned about each other’s findings. Key respondents may be kept behind for even more detailed interviews

  9. Finding the perfect product for a relaunch Squeezing more juice from the fruit

  10. 1. Engage the consumer – and the right consumer

  11. 2. Make sure the right people are at the party

  12. 3. Create the time for co-creation

  13. Objective: Successful product launch by better aligning concept and product delivery

  14. Product Pack Brand Functional Emotional Liking

  15. The last 5% can make the difference between success and failure

  16. If you’re going to compromise any element of your new product launch, make sure it’s not key to the consumer!

  17. Thank you For more information please contact Pippa Bailey p.bailey@mmr-research.com

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