Question

Topic: Student Questions

Need Concept For Pcc Products

Posted by sophia_lo702 on 3/21/2011 at 10:45 PM ET 250 Points
Dear Professionals,

I'm working on a new project for a brand that has bar soap, body wash, liquid hand soap with a strong focus on degerming. They have a full range of products which includes refreshing variants, cleaning variants and variants that gives you energy after wash. However, the best selling range is still on the degerming, protection range. There will be a full product upgrade so the the function does not only work on degerming, but also on long lasting protection, help to kill skin germs without damaging your skin.

my task is to think about new concepts for this. what kindo f product story I could have. What's the consumer insight I could use? How do I articulate my benefit? What idea could I use?

Thanks
Sophia Luo
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RESPONSES

  • Posted by sophia_lo702 on 3/23/2011 at 5:45 AM Author
    Hi Sham,

    The whole brand is being revamped. I'm looking for some inspirations on the consumer insight, how I could articulate my benefit so it sounds attractive etc.

    Any idea on that?

    Thanks

    Sophia Luo
  • Posted on 3/23/2011 at 7:38 AM Accepted
    Sophia, it sounds like it's time for some market research. Our guesses and assumptions are not likely to be relevant to the specific target audience, and this is obviously an important element in the brand relaunch.

    I've spent years in consumer marketing (including several at Procter & Gamble in the soap/household products area), and every time I audit a focus group or read a survey report, I learn something new.

    If you really want consumer insights based on YOUR consumers and current attitudes, habits and practices, values and brand perceptions, you need to convince the powers-that-be to conduct bona fide market research and give you access to the detailed findings/transcripts.
  • Posted on 3/27/2011 at 9:11 PM Accepted
    Hi sophia
    Well lets say an informative adv.
    Scene1: 2 moms sitting in a park & kids playing ,
    1st mom is worried bt 2nd one allows hr kid to play. 1st one asks 2nd if she aint worried about the germs & health of her family, 2nd one replies that her family is protected by xxx brand, Scene 2: Doc. Washing hands & then informing abt the degerming & longlasting protection frm the all new xxx brand (some germ reducing & protection shield effect).
    Hope this helps!
    Regards
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