product management - · pdf filecase study first part objectives ... systematic product...

PRODUCT MANAGEMENT Systematic screening of product-concepts on the Internet Conclusions Systematically screening wide combinations of marketing mix elements provides Marketers, Market Research, R&D and even Design Agencies with unparallel quantitative product management information to ensure successful innovations and product launches. Internet based consumer research with visual stimulation of the users is very effective at the early product design stages. Screened graphical relevant attributes and levels NEW BETTER PRODUCT best product design out of the systematically varied attributes and levels by simulation: “what if...” Most FMCG companies invest their market research budgets especially in qualitative research and in LAST-STAGE PRODUCT TESTING: validation of very few concepts, packaging options and prototypes... However, only quantitative EARLY-STAGE SCREENING of a wider variety of marketing mix elements: concepts, products, brands, claims, packaging... can lead to successful innovations and product-launches... Case study first part objectives • What particular concept elements drive skincare users’ liking? • How to make a product sell itself at the point of sale? SAM Solution This approach can be applied to every product category in the FMCG. Screening of written and graphical product- concepts for “men’s moisturizing face creams” on the Internet: • Define all relevant attributes/levels for product- concept • Understand the dynamics of how the attributes perform in a concept by experimental variation • Customize users’ interview so each respondent is asked only about those attributes of greatest relevance • Create new and better combinations • Define the best product-concept Example of written concept > Systematic Product Management for successful product launch Results Written concepts: For 120 French men, 18-35 years, users of moisturizing face cream 1x day, the best-written product-concept out of 60 was from: Nivea, moisturizing and energizing face cream to be applied in the morning... Graphical concepts: “Packaging type”, “color”, “brand”, “benefit” and “type of product” were the winning attributes out of the screened graphical concepts (13 attributes up to 15 levels). Testing of the best attributes combination at the relevant levels led to the best product concept: Nivea, in a white dispenser, moisturizing and energizing gel-cream... Ideation Exploration Screening Few, BUT long lasting successful products Product Design Validation Market Launch Early stages Late stages GO / NOT GO GO / NOT GO Rating Scale 1 = Not at all . . . 9 = Very much Gel hydratant Soin hydratant Crème hydratante Gel-crème hydratant Anti-pollution Anti-brillance Anti-fatigue Energisant Branches: Hamburg Milano Zürich Information: www.samresearch.com Munich Paris info-de@samresearch.com SAM - makes sense.

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Page 1: PRODUCT MANAGEMENT - · PDF fileCase study first part objectives ... Systematic Product Management for successful product launch Results ... Nivea, moisturizing and

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