Know-How Exchange : Branding

No you are not stuck with non-projectable forcus groups. Recent branding research reveals that the purchase decision is over half (51%) emotional. I would explore the following emotions: proud, trust, and empowerment.

Hi mgoodman

please forgive my ignorance, what is H&BA category??

Mushfique

Mushfique:

H&BA = health and beauty aids

The product is a new entry in the health and beauty aids category, with target distribution in food, drug, and mass merchandisers. (There could also be some distribution through specialty shops, but that's going to be minor.)

Not at liberty to give details at this stage. Manufacturer is experienced in related categories, but this particular product, distribution channel, and brand positioning are all new to them. That's why they've come to me; I have extensive experience with consumer packaged goods, the distribution channel(s), new product launches, and closely-related categories.

Maybe you can segment in traditional, modern, or indifferent people. Look and partner with recognized people that could leader and push your products. Be in touch with fashion media, like hairdresser's shops or trend shows. Maintain the communication with young people.

By,

Juan Carlos

Hi mgoodman

great answers by our experts!

i agree with JBtron regarding using the Local Product Champions and peer group WOM.

just a thought, how about you positioning your product along the Aspirational theme. since this is a lifestyle brand, if your target consumers could associate that with Live (living)Aspiration i.e. Pop Icon, Movie Star etc. as his of her lifestyle then that will appeal to them. For example ROlex asscociates its brands with James Bond (007 uses Rolex), Aramis perfume associates with Andre Agassi (his only perfume is Aramis, claimed).

do share what you think of this.

cheers!!

Some feedback for the group.

We have done the calculations on size of market, current products that provide similar functional benefits, distribution channel issues, etc. We've also scheduled focus groups to hear consumers talk about the category, likes/dislikes, current favorite brands, purchase criteria, etc. All the mechanical stuff is under control.

What I'm worried about is the quantitative research that will give us a reading on intent to purchase and appeal of the concept. I'm concerned that a concept statement that is all about the lifestyle will lose to a product benefit statement, even if the lifestyle is very appealing and would be successful in the marketplace.

The cola wars come to mind. The Pepsi Challenge (blind taste test versus Coke) wasn't as persuasive as the emotional appeal of the kind of people who drink Pepsi. How do you research that?

I appreciate the feedback you've provided, and some of it really is helpful, but nothing yet on the metrics for appeal of a lifestyle positioning versus a product benefit positioning. My client's brand is the first lifestyle entry in a category dominated by features and benefits. How can we assess the likelihood of a marketplace success prior to launch?

Thanks again.

Thinkmor et al.:

We looked mostly at sales data from the category (IRI) and some basic deomographics, then made some reasonable assumptions (high side, mid, low end) about the psychographic component/segmentation.

Think hand lotion, as an example. The products are mostly sold on a softening/moisturizing/medicated benefit promise. Now imagine that we want to target active, sports-minded women age 34-54 who want to feel fit/toned and youthful. (This is just an example; not the actual category.) We have a brand, in this example, that is technically similar to others on the market, but packaged and positioned for our target audience, with a novel "lifestyle" promise.

Now the question: Assuming we have pretty good numbers about the market size, how do we find out if the target audience finds our "lifestyle" promise attractive? I'd like to at least try to estimate market share on a very gross basis -- very low, low, moderate, high, very high. I'd settle for intent-to-purchase, and use some normative data for top-2-box score.

If I use a standard concept test, I'm afraid functional concepts will bury the test concept, because it's "fluffier" and less specific. That doesn't really mean it's a bad idea and wouldn't work; it's a function of the research methodology.

Surely others have had the same need to measure consumer acceptance for a "lifestyle" positioning. How did they do it?

Thanks to all who shared thoughts and ideas. This is a great resource. Focus groups are scheduled for later this month, then we'll explore various options for quantitative research before making some major decisions -- like capital investment, full-blown strategic marketing plan, etc.

If there are more questions along the way, you can be sure I'll turn to this group for input.

Thanks again.

P.S. Any additional thoughts you come up with will be most welcome.

Mushfique, sorry to be a pedant, and the principle of your point still applies, but 007 wears Omega watches. ;)