mini failure factors. expectations fisherman’s friend image
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Fisherman’s Friend Pro Fresh
Norway, Holland, Germany
January 2010
©2009 Healthy Marketing Team. All Rights Reserved.
You need a solid step by step process to transport the insights from consumer data to brand design:
HMT Healthy Innovation Process
Step 1
CategoryDirection
Step 2
BrandAcceleration
Step 4
TestingConsumer concepts
What game are we playing in?Where to play?
Categorypositioning
roadmap
How to play?Which conceptsfit your brand?
Defined brand& data-proven
concepts
What will it look like on-shelf?
Tested conceptsready to roll
Finished productson shelf
Step 5
DesigningIdentity & products
Ongoing
ConsumerResearch
ConsumerTrends and
Market data
Step 3
PrototypingProduct concepts
What is the taste and
does it fit the
concept?
BRIE
F
Products with flavour and
taste
Which concepts consumers willbuy?
FourFactorsTM
From Theory to Award-winning Practice
Concept 3: Fresh fries
WHO NEED THE PRODUCT
Who: Investors
When: With Family
Why: Traditional meal
Flavour
INGREDIENTS
Cutting back on SALT/ FAT
Especially SATURATEd FAT
Trend to FARMERS MARKETs
BENEFITS
From nature
Lower fat
Tasty
Full of flavour
BRAND
Natures goodness
Field/farm fresh
Provenance
Heritage
Motivation vs Permission
– Consumers motivated by needs and benefits
– Ingredients can provide a reason to believe
– And increasingly… a reason to reject
Profresh Breath Mint Concept and Taste TestNorway, Holland, Germany
January 13, 2010
Fisherman’s Friend
The Concept
You want to have fresh breath
• Introducing Fisherman’s Friend Pro Fresh breath mints, with breath-freshening herbs
• Instant and long-lasting mouth refreshment that you can take anywhere
• From a brand you know and trust – Fisherman’s Friend
• Comes in mint and fruit flavors
Flavors Tested– Blueberry/Pomegranate– Lemon/Lime– Vanilla Mint– Peppermint
• Measures of interest include:– Overall Taste– Flavor (Sweetness)– Intensity of Flavor– Refreshing– Long-lasting– Product Fit with Brand– Purchase Intent– Overall Rating
Pricing Summary
Norway Holland Germany
Tic Tac* 1.89 1.99 1.10
Smints* 1.60 1.50 1.00
Frist* 1.10 NA NA
King* NA .75 NA
Wrigley’s Airwaves* NA NA 1.79
Vivil* NA NA .95
Wilhemina* NA 1.90 NA
Market Average 1.53 1.53 1.21
Pro Fresh Range 1.22-1.84 1.00-1.50 1.50
(Euros)
It appears that the ProFresh concept can carry a premium price position in both Norway and Germany, but consumers see the price range in Holland as more parity.
* Actual in store price survey via HMT
Flavor Summary• Based on key metrics (“taste”, “sweetness”, “intensity”, “refreshment”, “duration” and “product fit”), Peppermint is the preferred choice across all geographies, followed by Mint Vanilla and Lemon-Lime ( which are comparable) and lastly Blueberry Pomegranate.
• While Blueberry Pomegranate scores lowest overall, it appears to exhibit a strong “love-hate relationship+ in Norway- with high polarization on the Overall Rating (equal % rating in both the highest and lowest levels) This suggests it may have some strong strategic role that builds on the Fisherman’s Friend flavour imagery and provides competitive distinction.
Lemon/Lime Blueberry Pomegranate Peppermint Mint Vanilla
3 country Total 3 4 1 2
Norway 2 4 1 3
Holland 4 3 1 2
Germany 3 4 1 2
Munich 3 4 1 2
Frankfort 2 3 1 4
Rank based on numerical score of key metrics
Flavor Summary• Interestingly, the average Top 2 Box Purchase Intent scores of the flavors by country
parallels the ranking and total scores for the concept key metrics (Purchase Intent, Believability, Uniqueness, and Liking).
Concept Key Metric Total Points Average Flavor Top 2 Box Inclination to Buy
Germany 184 53
Norway 163 48
Holland 138 41
Flavour Summary
Lemon-Lime Blueberry Pomegranate
Peppermint Mint Vanilla
Norway 43%•More natural•Less Sweet
45%•Too chemical/artificial•Less sweet•Less fruit•Too sour
24%•Stronger•More mint
43%•Stronger•Too Strong•Poor combination
Holland 58%•Less fruit•Poor combination•More mint
56%•Too chemical/artificial•Too sweet•Poor combination
37%•Too strong•More mint
44%•Poor combination•Don’t like vanilla
Germany 26%•More mint•More natural•Sweetener
32%•Too sweet•More refreshing
33%•Sweeter•Less intense•Milder•Too hot
30%•Less sweet•More sweet•More mint
Rejecter Open ends
Consistent top 3 favorable open ends are “Fresh”, “Tastes Good”, and “Long Lasting”.
Brand Imagery for all Brands: Norway
Q8.1 Thinking about brands of breath mints, please select which ONE BRAND best represents the following attribute:
Total Respondents
0%
10%
20%
30%
40%
50%
60%
70%
80%Well-known established brand
Effective
Backed by pharmaceutical heritage
Strong taste
Freshens breath
Clears the throat
Reliable
Unique taste
Sugar-free
For someone like me
Modern
Provides cough relief
Honest
Refreshing
Fishman's Friend Pro Fresh
TicTac
Mentos
Smint
Frisk
• Fisherman’s Friend clearly wins in Norway, where its heritage is so strong; Frisk is the only brand that is slightly competitive, beating Pro Fresh on Freshens breath and right behind Pro Fresh on Refreshing
NO
RWAY
Brand Imagery for all Brands: Holland
Q8.1 Thinking about brands of breath mints, please select which ONE BRAND best represents the following attribute:
HO
LLAND
Total Respondents
0%
10%
20%
30%
40%
50%
60%Well-known established brand
Effective
Backed by pharmaceutical heritage
Strong taste
Freshens breath
Clears the throat
Reliable
Unique taste
Sugar-free
For someone like me
Modern
Provides cough relief
Honest
Refreshing
Fishman Friend ProFresh
TicTac
Mentos
King
Smint
• Holland consumers provided the most diverse brand imagery; as in the other countries, Pro Fresh inherits traits like Strong taste and Cough relief from its parent brand; Tic Tac and Smint are known for a completely different set of attributes – Smint is notable for owning Sugar-free and Modern, while Tic Tac has strengths in reliability and well-known brand.
Brand Imagery for all Brands: Germany
Q8.1 Thinking about brands of breath mints, please select which ONE BRAND best represents the following attribute:
GERM
ANY
Total Respondents
0%
10%
20%
30%
40%
50%
60%
70%Well-known established brand
Effective
Backed by pharmaceutical heritage
Strong taste
Freshens breath
Clears the throat
Reliable
Unique taste
Sugar-free
For someone like me
Modern
Provides cough relief
Honest
Refreshing
Fishman Friend ProFresh
TicTac
Mentos
Smint
Wrigley Airwave
Wrigley ExPro
Vivil
• All other brands are masked by the strength of Pro Fresh and Tic Tac; Wrigley Ex Pro owns a single brand equity attribute: Backed by pharmaceutical heritage
0%
10%
20%
30%
40%
50%
60%
70%Well-known established brand
Effective
Backed by pharmaceutical heritage
Strong taste
Freshens breath
Clears the throat
Reliable
Unique taste
Sugar-free
For someone like me
Modern
Provides cough relief
Honest
Refreshing
Fishman Friend ProFresh
TicTac
Brand Imagery for ProFresh and TicTac: Germany
Q8.1 Thinking about brands of breath mints, please select which ONE BRAND best represents the following attribute:
GERM
ANY
Total Respondents
• Fisherman’s Friend Pro Fresh imagery is built upon cues from the original brand: Strong Taste, Clears the Throat, Effective
• Tic Tac is weaker on most attributes, but beats Pro fresh on reputation and matches it on honesty, relevance and reliability
FourFactorsTM
From Theory to Practice...
Concept 3: Fresh orange juice
WHO NEED THE PRODUCT
Who: Investors
When: With Family
Why: Healthy breakfast
Flavour
INGREDIENTS
Cutting back on SUGAR
Especially SATURATEd FAT
Trend to FARMERS MARKETs
BENEFITS
From nature
Natural sugar
Tasty
Full of flavour
BRAND
Natures goodness
Field/farm fresh
Provenance
Heritage
Communicating the desired positioning…(to a tired retailer)
– For...
– Fisherman's Friend Pro Fresh is the...
– Which gives the most...
– Because of...–
Target group
Place yourself in the category
What only your brand can do
(reason to believe) – competencies, brand and ingredients
Snappy summary proposition: (EG: Game of the Gods)