PRODUCT MANAGEMENTSystematic screening of product-concepts on the Internet
ConclusionsSystematically screening wide combinations ofmarketing mix elements provides Marketers,Market Research, R&D and even Design Agencieswith unparallel quantitative product managementinformation to ensure successful innovations andproduct launches.Internet based consumer research with visualstimulation of the users is very effective at theearly product design stages.
Screened graphical relevant attributes and levels
NEW BETTER PRODUCT
best product designout of the systematicallyvaried attributes andlevels by simulation:“what if...”
Most FMCG companies invest their marketresearch budgets especially in qualitativeresearch and in LAST-STAGE PRODUCT TESTING:validation of very few concepts, packaging optionsand prototypes...
However, only quantitative EARLY-STAGESCREENING of a wider variety of marketing mixelements: concepts, products, brands, claims,packaging... can lead to successful innovationsand product-launches...
Case study first part objectives• What particular concept elements driveskincare users’ liking?
• How to make a product sell itself at thepoint of sale?
SAM SolutionThis approach can be applied to every productcategory in the FMCG.
Screening of written and graphical product- concepts for “men’s moisturizing face creams” onthe Internet:
• Define all relevant attributes/levels for product-concept
• Understand the dynamics of how the attributesperform in a concept by experimental variation
• Customize users’ interview so each respondentis asked only about those attributes of greatestrelevance
• Create new and better combinations• Define the best product-concept
Example of written concept >
Systematic Product Management for successfulproduct launch
ResultsWritten concepts:For 120 French men, 18-35 years, users ofmoisturizing face cream 1x day, the best-writtenproduct-concept out of 60 was from:Nivea, moisturizing and energizing face cream tobe applied in the morning...
Graphical concepts:“Packaging type”, “color”, “brand”, “benefit” and“type of product” were the winning attributes outof the screened graphical concepts (13 attributesup to 15 levels). Testing of the best attributescombination at the relevant levels led to the bestproduct concept: Nivea, in a white dispenser, moisturizing andenergizing gel-cream...
Ideation ExplorationScreening
Few, BUTlong lastingsuccessfulproducts
ProductDesign
Validation MarketLaunch
Early stages Late stages
GO / NOT GO GO / NOT GO
Rating Scale
1 = Not at all . . . 9 = Very much
Gelhydratant
Soinhydratant
Crèmehydratante
Gel-crèmehydratant
Anti-pollution Anti-brillance
Anti-fatigue Energisant
Branches: Hamburg Milano Zürich Information: www.samresearch.comMunich Paris [email protected] SAM - makes sense.
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